Channel V wanted to inspire India's massive base of first time voters to actually go through the process, make an informed decision and cast their first vote.
The audience we were talking to were going through many 'firsts' in their lives. We decided to marry two of them. Voting and sex. We created a social media based campaign that subtly answered all the questions they could have had about either of the topics. Ironically, the answers were the same for both. The 2014 elections saw the maximum number of first time voters in the history of the Indian government. We'd like to believe we had a small part to play in that.