Spykar has rolled out a campaign conceptualised by Brandmovers to make voting cool for youngsters.

The campaign consists of a film which is shot at a restaurant. In this two girls are discussing a man seated close to them and how they fancy him. However, while he ticks most of the boxes for them, the fact that he didn't have an ink mark on his fingers because he didn't vote gives him the 'not cool' label.

What we think about it: It's good to see brands getting involved and looking to increase the turnout for this year's elections. This one pushes on that message but however because of the clutter, will one remember the brand name? That's a question the marketing team needs to answer.

Sanjay Vakharia, co-founder and CEO, Spykar, said, “Today’s youth is different from that of the yesteryears. Apart from being rebellious, fun-loving, and carefree, they are conscious and take their social responsibilities very seriously.” He further added, “We wanted to bring these virtues to the forefront. Choosing who should lead us to a better tomorrow is our right and to vote is our obligation towards protecting the future of our country; nothing less will do - that’s the mindset of the young and restless of our generation which this film intends to resonate with.”

Suvajyoti Ghosh, managing director and chief creative officer, Brandmovers India, said, “When the team at Spykar approached us with a brief to create conversations around the Indian general elections and assert its relevance among its young, restless and opinionated audience, we took the opportunity to make a meaningful impact on the contemporary youth by urging them to vote instead of just having or sharing opinions on social media.”

Along with the film, the campaign is spread across social, digital, retail POS, outdoor, and print.