The Jaago Re! campaign which was initiated first with the politician TVC took another leap with this campaign. From challenging the qualifications of a politician to run the country, the voting campaign seeks to empower the youth to influence polity by exercising their right to vote.
In India voting is perceived with cynicism and neglect. To many, it serves as a holiday. With upcoming general elections for one of the biggest democracy – India, the focus of Jaago Re! Campaign was to awaken the youth to the power that lies in their hands – the power to influence, the power to choose, the power to vote! The TVC provokes the people to be a part of the electoral process and hence be key agents for positive change in our democracy. It also brought to the notice of the country, the level of ignorance about voting.
The campaign is not only a call to action but a platform which provides potential voters all the information and facilitation he or she needs to become part of the electoral process. It is a clarion call, especially to the youth, to jettison the cynicism and take the first step towards citizenship – it unleashes the power of one billion voices in nation building.” Thus the campaign idea: If you are not voting you are sleeping!