Dollar Industries has rolled out a campaign 'democracy ka tyohaar' (festival of democracy).

Conceptualised by Lowe Lintas, the campaign sheds light on the intricate preparations undertaken by the Election Commission of India to ensure a smooth and inclusive electoral process. 

What we think about it: The 'fit hai boss' tagline in this film resonates as more than a slogan, it embodies the readiness for democracy's grand celebration! It reflects the essence of unity, it honours every inked finger and shared dream, weaving our nation's vibrant future. Through its tribute to the Election Commission's dedication, it sparks civic engagement, transcending mere marketing to become a beacon of unity and empowerment.

Vinod Kumar Gupta, managing director, Dollar Industries, said, "The storyline serves as a poignant reminder of the meticulous preparation essential for the festival of democracy. As the Election Commission of India spearheads numerous initiatives to facilitate public participation, our film pays homage to the dedicated workers and extends a warm invitation to every voter to embrace the celebration of democracy." 

Mohit Pasricha, unit creative director, Lowe Lintas, said, “General Elections in a vast and diverse country like India is a complex and challenging process that requires the collective effort of numerous individuals and organisations. From the election commission officials who oversee the process to the poll workers who man the booths, to the security personnel who maintain order, to the cleanliness workers who keep booths neat and ready, the successful conduct of elections in India is a testament to the power of collaboration and democracy. The efforts of these individuals and groups come together to ensure that the democratic process is upheld. It’s like a festival that asks for everyone’s contribution to making it successful. This film highlights exactly that and calls upon common voters to come and participate in the biggest festival of democracy.”

CREDITS:

Agency: Lowe Lintas Kolkata
Creative: Mohit Pasricha
Account management: Indranil Mitra and Rohit Chakraborty
Production: Green Grass Film 
Director: Akhil Vishnu Nair