I am not here to negate or belittle the effort of ‘Tata’ tea and Janaagraha trying to bring these sophisticated mythical voters to stand in-line along with their urban proletariat in the same queue. It was an honest attempt to try and bring this urban suave voter to the polling booth asking them to Jaago re, the response was almost zilch.
The intention was right the content was great the visuals were hard hitting but completely failed to read the pulse of the ambitious under 25 Indian. These are the tech savvy, pretentious, credit card wielding populace. This constituency will take part in most of the online surveys and will stand in queue for hours for the 2 minute’s claim to fame on MTV’s roadies. You weren’t serious enough to energize or enthuse this lot to come and vote in an ‘Indian election’.
I am going way over board with my criticism of this citizenry, but I couldn’t help. Let’s just get into their shoes for a wee bit and try to solve this mystery. What appeals to this lot, what are their demands or aspirations? Or do they have any demands at all.
First of all this is a generation which wears “kurta / pyjama/ dhotis” to work and calls it an ethnic day. These Guys and Gals are most comfortable in their Jeans and T-shirts; we will hear them say stuff like ‘Wow, Rahul Gandhi is really cute’ ask them who the local congress candidate in their constituency is, and in all likely hood they will scratch their head. Now whose fault is this?
The political class still lives in the previous century; everyone from Rahul Gandhi to Rajiv Prathap Rudy wears Pyjama Kurta. Our 24X7 television channels add to this cynicism of this aspiring youngistan by contrasting our poll campaigning and candidates to US and Obama. The answer is Obvious; they are going to be more disillusioned since they are unable to identify with any of our Neta’s.
This is the blackberry generation, this voting class expects more, a mere ad campaign will not be enough, they need to see change and quickly, this is the lot that travels in air conditioned cars unlike a generation ago, their holidays might be a cheap Thailand / Dubai or our very own Goa. This is the lot which likes to shop Louis Vuitton wear Prada and eat sushi, even if they can’t afford it, they like to believe that they will one day make it.
We need a miracle and not an ad campaign to bring them up to Vote. Jay Ind !
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2 comments:
Thought:
in a country filled with distractions for the young minded.. i personally felt that the campaign you are talking about tried to make a wave.. but yes, how much did the wave make an effect; tht needs to be quantified. but atleast some one is doing some thing about it; doesnt that effort needs to be applauded, atleast acknowledged??
I have said it was a fabulous effort, unfortunately it did not bring in the desired result.
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