~ ZEE’s entertainment channels pause their content
for 2 hrs on voting day and request viewers to step out
and vote in a unique campaign #GrownUpsGoVote ~
Mumbai, 11 April 2019: In
a bid to encourage and mobilize viewers to cast their vote this election, Zee
Entertainment Enterprises Ltd. (ZEEL), a leading media & entertainment
powerhouse, announced the launch of a one-of-its-kind campaign called ‘Grown
Ups Go Vote’. The campaign kicked off across the network prior to election week
with child stars from the network appealing to the adults to fulfil their
responsibility and do the grown-up thing by voting in the upcoming Indian
Elections 2019.
To amplify the message and also to take a concrete
measure as a media powerhouse, ZEEL has taken a stance not to air regular
content for 2 hours (8am - 10am)
across network channels on the days votes will be cast across respective
states. It will instead air messages aimed at encouraging people to cast their
vote. The initiative has been kicked off from Voting Day 1- 11th
April and will see it span the entire voting period.
Speaking on the initiative Prathyusha Agarwal,
CMO, ZEEL said, “As a responsible national television network, it is our duty
to encourage every Indian citizen we reach to vote. #GrownUpsGoVote is a
campaign to transform voting from a chore to a celebration of civic engagement.
It calls out to all adult citizens to do the grown-up thing and fulfil their
responsibility to the nation’s future. Pausing our content is our way of
encouraging people to move out of their homes and march to the polling booths.
It’s a move away from our regular messaging where we ask people to watch our
shows. As part of this campaign, our artists are appealing to the audience to
go vote rather than sitting and watching them.”
Spreading over the entire election period across
all 9 languages on 39 channels
(as per respective election dates) covering all key states in India, the
campaign aims at adding to the milestone of the largest voter turnout that the
nation seeks to achieve. We have also partnered with clients who are
encouraging voter turnout and running their messages as part of the integrated
push between 8 AM - 10 AM on our channels.
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