Mankind Pharma has rolled out a campaign 'voting virgins', to highlight youth participation in this year's Indian general elections.

Conceptualised by Grapes Digital, the film humorously portrays a playful exchange between two friends about 'first-time' experiences. While initially suggestive due to the brand's nature, the narrative cleverly pivots to the couple's inaugural voting trip, conveying a compelling message about exercising the right to vote.

What we think about it: Connecting with the younger demographic, the film skillfully highlights the importance of voting. It leverages double entendre to do this, yet stays true to the brand's essence. With its trademark quirky style, the brand delivers a witty yet meaningful message, encouraging the youth to actively participate in the electoral process and make a difference.