Product/Service  :  Voter Identity Card

Briefing  :  Enthuse maximum number of people to   come forward for their voter Identity Cards

Approach  :  Instead of an umbrella approach the   agency recommended area-specific promotion   taking into consideration the profile of the people of   that particular area. Capitalising on the attitudinal   difference of  a Malabar Hill resident and Dharavi   resident, agency chose to exhort them   differently. While one campaign played to   the snob appeal of the upper class, the   other educated the lower class about the   importance of a Voter Identity Card.
  Whichever the way, the campaign paid off.   The tagline “not just an identity… it’s a   symbol of your entity” did touch the
  cerebral and emotional chords of the target
  audience.