Zee Media has launched its fifth edition of the much awarded voter awareness initiative ‘Aapka Vote Aapki Taqat’ (AVAT) keeping in view the upcoming Assembly elections in five states and General Election next year. The campaign kicked off on November 15, starting from Korba in Chhattisgarh.
The AVAT initiative aims at encouraging voters to participate in the electoral process, and addresses the issue of decreasing voter percentage. The objective of rolling out the initiative is to make India a successful democracy. The Election Commission too acknowledged the initiative and lends its support since the inception of the initiative in 2009.
The campaign creates awareness about the importance of voting and to sensitise voters to ensure a responsible and accountable government is in place. AVAT encourages first time voters to register and participate in upcoming assembly and National elections.
Under Aapka Vote Aapki Taqat, various awareness ground events will be conducted in four states – Delhi, Rajasthan, Chhattisgarh and Madhya Pradesh – to facilitate direct interaction with the target group and encourage voter participation. A 360 degree multi-media promotion of the campaign across TV, Print, Radio, etc., will further raise awareness and cover maximum audience. Through the social media platform, youth will be targeted and encouraged to register and participate. A dedicated microsite will serve as a platform to interact and empower people with requisite information where people can share their concerns for not voting.
This year Aapka Vote Aapki Taqat will launch an online service, ‘Know Your Candidate’, which will provide key details about the candidates vying for the votes in various constituencies.
Zee Media Corporation has been emphasising on this initiative in various states where elections have been announced since the series started in 2009. Aapka Vote Aapki Taqat has been recognised by Limca Book of Records as India’s Biggest Voter Awareness Campaign, and has emerged as the most impactful campaign among all media campaigns. In 2013, Aapka Vote Aapki Taqat won the National Award by the Election Commission.
Rohit Kumar, Marketing Head, Zee Media, said, “Zee Media Corporation has been consistently trying to create voter awareness, which in turn will increase voter percentage. Convincing young voters will ensure bringing honest, effective and stable government. Zee Media always believes that to change a system one needs to be a part of the system. The campaign has been successful in reaching the grassroot level, and also to mobilise the youth in association with various youth influential organisations.”