MTV urges India's young people to vote in general election

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By Danielle Long | Asia Pacific Correspondent

April 23, 2019 | 2 min read

MTV has launched a powerful campaign featuring young people who do not have the power to vote in a bid to inspire India’s youth to vote in the country’s upcoming general election.

The campaign, which was created by Leo Burnett Orchard, aims to stir pride for India’s democratic values by portraying real stories from youth in Somalia, Iraq, Syria, Sudan and North Korea, to highlight the power and privilege India’s youth are wasting if they do not vote.

The campaign comprises of a series of short films and aims to deliver a strong message for the estimated 45 million Indian youth – Not everyone around the World is empowered to vote. So, India must vote, because India can vote.

Ferzad Palia, head – youth, music & English entertainment, Viacom18, said, “India’s youth has an influential role to play in determining its future. Ahead of the General Elections 2019, MTV is proud to raise a strong voice, urging the young Indians to exercise their power to vote. Moving beyond the realm of the ordinary, this campaign evokes strong emotions and compels us to reflect on the privileges that accompany our democratic powers.”

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Rajdeepak Das, managing director India and chief creative officer, Leo Burnett South Asia said “Democracy is a choice we have, and it comes to life when you see people from different parts of the world who don’t have the freedom of democracy. To bring home this point, in this campaign for MTV we have taken a macro-view of democracy and juxtaposed it with people coming from war-torn countries who have fled from their homes under great duress for safety and security. With the help of our Leo Burnett global offices we have actually managed to shoot in the war conflicted areas and portrayed the real-life situations to bring this campaign to life.”

The campaign will run across MTV and the Viacom18 network, along with behind the scenes films. The campaign will also feature activity across Facebook, Instagram, Twitter and YouTube.

MTV is the latest brand to launch a campaign urging Indians to vote after McDonald's India also launched a political campaign this week.

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