It is estimated that over 91 percent of people do not return to their home town to vote.
Samsonite has launched the #EkDinKiChutti initiative, encouraging people to take a day off and travel home to vote.
Jai Krishnan, CEO, Samsonite South Asia, said, “Elections are not just a process but also a celebration of democracy in our country. With this unique initiative, we hope to remind everyone that the chutti (holiday) that they might have been ignoring all this while, shouldn’t be disregarded at all. Reinforcing this thought process, we have announced an official #EkDinKiChutti for all outstation employees who are registered in their home towns, giving them an opportunity to #TravelToVote.”
Bodh Deb, VP and branch head, Autumn Grey said, “As we were brainstorming on finding a real insight for the election campaign, we realised that none of us had the moral high ground to speak on the subject. Most of us have migrated to another city for work years back and had never made an effort to go back home to cast our vote. Instantly we knew that we have hit upon an insight that will strike a chord with millions like us.”
The film opens with a man taking a day’s leave from work to visit his home town. Over the course of his journey, he savours the sights and sounds of his birthplace, reconnecting with old friends and spending time with his loved ones. But these reunions are short-lived as his motive to take the chutti is different. The man informs us that he’s only in town for a day. With this revelation, the camera zooms out to reveal him casting a vote in a polling booth.
Client: Samsonite India
Agency: Autumn Grey
Founder & CEO: Anusha Shetty
Co-Founder & Director: Abhay Rajankar
Insight & Campaign Idea by: Bodh Deb
Story, Script & Campaign hashtag by: Nishant Ananthram
Agency Campaign Team: Ambica Bhatnagar, Rugvedi Joshi, Nishant Sethi, Harish Iyengaar, Yashas Patel, Soumyadeep Ghosh, Deepak Puttaramaiah, Kaveri Ganiger, Kruthika R. Kumar, Radhika Ajgaonkar, Anup Bale, Mithun Cotha, Rakesh Siddaramaiah
Production House: Momomoto Studios
Executive Producer: Momo & Moto
Director: Deepti Nagia
Creative Producer: Tushar Sadashiv Shivan