April 9, 2014

You Vote. You Decide: Join the campaign

By Preksha Sharma

In a campaign, You Vote. You Decide, Bangalore based tsk Design has gone out of its way to persuade city dwellers to cast their votes in the 2014 general elections. India’s low voter turnout, and especially among the educated urban and youth is a known truth. To address the issue, the design studio has converted a simple yet strong idea into a powerful campaign. The studio successfully covered the city’s billboards with the campaign creatives which focus on thought provoking questions related to the country.  “By transforming the city’s billboards through this bold and provocative campaign, our attempt is to prod people out of their lull, to take notice, to think, and then hopefully, to act,” says Tania Singh Khosla, founder and design director, tsk Design.


The studio adopted a smart strategy to dress the billboards in the campaign creatives and approached real estate developers who lease majority of the billboards in the city . “The challenge for us was getting companies to contribute their strategic billboard space and to incur the cost  of re-dressing them with the campaign graphics,” she says. tsk Design’s team has already dedicated its three weeks of studio time to the campaign and went door to door with their idea. The response they received was overwhelming, testimony to which are the 90+ billboards dedicated to the campaign, that cover 1,26,564.59 sq ft; and there are more adding.


While the idea in itself is strong and resonates with urban Indians, tsk Design was able to convince all the brands to be a part of the campaign, adopt to one template, and contribute to the cause letting the message take the center stage on their strategically placed billboards. These brands have made it possible for the campaign to grow to its present scale in matter of a few days. “The impact of the campaign will generate public awareness for the upcoming elections and also help brands resonate with the collective sentiment of the nation,” says Khosla.  This has been cleverly done by putting the logo of the company in a corner of the template, and keeping the focus on the message. The provocative questions in the campaign “also echoes the values of each company, cleverly maneuvered into the question”. So e.g. the company,  Nitesh Estates, of which the brand tag line is ‘Expect More’, the question on the billboard reads ‘Can India Raise the Bar?’

All in all, the campaign combines an extremely important (and topical) issue that the country faces with a branding exercise. We hope that this effort by tsk Design proves seminal in the coming elections. The campaign is still continuing and all those you want to be a part of it can write to tsk Design at info@tsk-design.com.


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