'India Ka Bigboss' on voting drive

By: Nabamita Chatterjee

Last updated : December 05, 2017 7:01 pm



The 360 degree campaign by Dollar Bigboss aims to inspire every Indian to vote responsibly.


With the election fever increasing day-by-day Dollar Industries Ltd. launched a nationwide campaign 'India Ka Bigboss 2014' to encourage electorates for the General Election 2014 about the importance of participatory democracy - focusing on Responsible Voting. The campaign aims to address 79 crores of eligible voters and set an unprecedented amount of excitement within the mass. The 360 degree campaign includes various media formats like TVC, Print, OOH, outdoor activations and digital platforms. The outdoor campaign has been executed in 39 cities which include Metro cities as well as Tier I and Tier II cities with around 400 units. The campaign has two phases, first phase was to cash on the tag line "Chuno India ka BigBoss” to create a sense of responsibility & ownership in today's youth and the second phase says "Jo Fit nahi usey Vote nahi”. 

•    Capitalizing on outdoor

For communicating the message a varied media mix has been used in OOH. This includes large facades at high-traffic zones, apart from walls painting in remote areas. In Mumbai, Dollar took hundred bus shelters to communicate with the TG. The OOH campaign has been executed by Mediascope Publicitas I Pvt Ltd. which covered 39 cities and OAP which covered the entire city of Kolkata. The campaign will run for 45 days till the election is over.

To make it more appealing Dollar Industries flagged off the Tableau of "Chuno India Ka Bigboss 2014" in Kolkata, Bhopal, Patna, Lucknow, Jaipur & Ahmedabad. This innovation is a part of the whole campaign where one can choose their favourite personality from various categories like Music, Business, Sports or Politics, and nominate India Ka Bigboss 2014. The specially designed tableaus carrying online voting facilities would travel across the country covering major cities. The mobile car or the Canter is equipped with facilities for offline voting. The prime idea behind having the tableau was to generate interest about voting among the youth of the country to build a better India. Vinod Gupta, Managing Director, Dollar Industries Limited shares in this regard, "Bigboss is someone who can influence your life in some way or the other, directly or indirectly, no matter who you are. BigBoss is a personality who can inspire millions of Indians to achieve greater heights in the fields of Sports, Films, Music, Politics and Business. BigBoss is a highly capable person who will take India forward in her march towards becoming a true Global Super Power. Hence we decided to introduce a pre poll voting exercise to choose our India Ka BigBoss. This is an online campaign where every citizen of the country can participate and vote”.
   
•    Recall in 3 seconds

In terms of preparing the content for the outdoor, it is an extension of the TVC as the brand wanted instant recall of their message for which a parity has been maintained."India being the largest democracy of the world our target is to motivate the youth so that they cast their vote and exercise this democratic right to build a better nation. Through the campaign we informed and requested them to come and participate in selecting India ka BigBoss and the outdoor media played a vital role among the media mix in creating the recall and OOH being a 3 second media we kept the message short. Through OOH formats we said that participating in the India Ka BigBoss 2014 is simple. You need to log on to

Dollar Industries Vinod Gupta Bidyuth Nath

First Published : April 30, 2014 12:00 am