Damodardas Jewellers’ voting drive in Vadodara uses street play, Bollywood dialogues to spread awareness 

In less than a month, the campaign successfully connected with over 50,000 individuals across more than 15 localities within Vadodara

Vadodara: As a democracy, citizens possess the fundamental right to select their government. However, in many areas across the country, this understanding and engagement with the democratic process are still developing. Recognising this need for increased voter awareness, Damodardas Jewellers from Vadodara initiated a comprehensive campaign aimed at encouraging local participation in elections.

In less than a month, the campaign successfully connected with over 50,000 individuals across more than 15 localities within Vadodara. This extensive outreach effort significantly contributed to raising awareness about the importance of voting and encouraged many to actively participate in the democratic process. The brand leveraged its legacy since 1961 to carry out this campaign, understanding the impact it would be able to create in the region.

Ravi T Chokshi, partner, Damodardas Jewellers, said, “We launched the voting campaign to promote civic responsibility and community engagement. In collaboration with ‘Our Vadodara’, we wanted to emphasize the importance of voting and encourage active participation in the democratic process.”

This campaign utilised a dual approach, leveraging both social media platforms and offline community events to maximise reach and impact. On social media, the campaign featured interactive content in the form of Bollywood dialogues, recreated with voting as a theme to educate and motivate voters with an element of fun. Offline, the initiative included outdoor banners of the social media posts and an engaging street play that dramatized the significance of mass electoral participation, making the message more relatable to the public.

For the longest time, street plays have been a part of popular culture when it comes to effectively spreading awareness about critical social topics. As a local brand that believes in supporting social causes and fostering community involvement, the jeweller organised a street play by young volunteers to help the people understand why it was essential to cast their vote. “By sharing a street play on Instagram, we aimed to raise awareness about voting and showcase our commitment to cultural and social issues,” added Chokshi.

However, the brand also ensured that its social media audience was well-educated on the subject by posting a variety of informative content. In one post, the content aimed to familiarise people with important election and voting terms or ‘electoral lingo’, as they chose to call the post, empowering them to make informed decisions. By providing clear explanations and definitions, the brand sought to demystify the electoral process.

In yet another Instagram post, Damodardas Jewellers distinguished between the facts and myths of voting in India. They addressed important topics such as eligibility, voting by post, NRI voting systems, factors influencing voting behaviour, and more. This initiative aimed to clarify misconceptions and provide accurate information to the public. 

This initiative not only promoted civic engagement but also enhanced public understanding of the voting system, contributing to a more informed and participatory electorate.  

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive