Manforce Condoms, from the house of Mankind Pharma, has rolled out its campaign #VotingVirgin that resonates with the spirit of election season. The campaign’s initiative is to boost voter turnout by motivating first-time voters to actively participate in the forthcoming elections for a better future for the country.
“Our objective has always been to come up with certain topics that address important subjects, and voting plays a significant role in shaping our nation’s future. We came up with the creative idea of drawing a connection between voting virgins and its playful connotation to intrigue first-time voters. Through this campaign, we endeavour to not only spark curiosity but also to instil a sense of active engagement, ultimately motivating them to actively participate in the voting process,” Joy Chatterjee, associate vice president, sales and marketing head, Mankind Pharma, said.
As per the reports by the Election Commission of India, this year approximately 1.85 crore people will be eligible for first-time voting. With the campaign, the brand aspires to capture the attention of voters and initiate conversations that resonate with the interest of the audience while drawing parallels with the voting activity.
“The campaign comes with a concept, enabling the audience to see everything from a new perspective. Abiding by the conviction of the brand, the narrative effectively touches upon the important topic of voting unconventionally. It amplifies the reception of messaging among the youngsters, acquainting them about the significance of each vote,” Shradha Agarwal, co-founder and CEO, Grapes, said.