Experts analyze if the fun and satire filled Comedy Central’s #ChooserNotLoser will actually make a difference or will happen to be just another election campaign.
Contrary to most election campaigns that aim to either encourage citizens to vote by applying an emotional or motivational overtone, Comedy Central being Comedy Central took a humor-filled route urging viewers to understand the importance of their vote.
The campaign #ChooserNotLoser comes with a hard-hitting question, “Are you a Chooser or a Loser?” and presented that our one vote can eventually be the difference between someone who makes their decisions and one that’s made to live with the choices made by others.
Life is a matter of choices, and every choice you make makes you – John C. Maxwell. But what if the power to make this choice was taken away from us? Provoking this thought, Comedy Central is determined to remind viewers that in Indian democracy, we have the right to vote and choose our leader, formed the insight formed the English Entertainment channel’s election campaign.
The campaign is executed in the form of 3 satirical videos that would not only tickle the funny bone of viewers but also cajole them to realize their duty as a responsible citizen of our country. The three films depict different scenarios, unified by a single message which reminds citizens to cast their vote, lest somebody else makes a choice on their behalf.
India is a young country, with nearly 15 million voters newly eligible for the upcoming general elections. Being a responsible brand that appeals and resonates with the country’s youth as well as other age-groups, Comedy Central adopted an approach that’s synonymous with its spirit to evangelize the importance of each vote. “Driving the message through cleverly curated videos with a comic narrative yet an underlining powerful call to action, we hope to influence every citizen to go out and exercise their right to vote,” said Ferzad Palia, Head – Youth, Music & English Entertainment, Viacom18.
The Creative Thoughtprocess
The campaign is created by Tilt Brand Solutions and produced by Tilt Studios. A wakeup call of sorts to take a step towards the polling booths, the three sketches depict the significance of making one’s own choice by dramatizing the repercussions of not exercising it. Adds Shriram Iyer, Chief Creative & Content Officer, Tilt Brand Solutions says: “The idea #ChooserNotLoser, coupled with 3 quirky scripts deserved an execution that’s both thought-provoking and humorous, given it’s, after all, a message from Comedy Central.
The campaign has been cross promoted by Viacom18’s all network channels and social media platforms.
Khushboo Solanki Sharma, Zero Gravity Communications
“The proactive characters that portray the common voters with a majoritarian opinion are shown as bias and authoritative, illogical. The campaign questions the ignorance and irresponsibility we show towards contributing in making a vital decision for our own future and our country’s.
The style and identity that the campaign carries, ensure a strong brand recall by demonstrating the key attributes of the show. It directly communicates and encourages its audience to participate and successfully establishes its presence as a brand amidst an event of national importance. The ads are short, crisp, and work without sound too, so are very apt for the digital media.
Sarthak Vij, Director, Grapevine Digimedia
The campaign has been beautifully created in sync with the brand’s identity. Where most of the brands focus on urging people to vote, comedy central’s campaign serves a dual purpose of voting & choosing for yourself which is an important aspect that brands have missed out this election season.