Times Now launches voter welfare initiative around general elections

MUMBAI: English News channel Times Now has launched ‘Swachh Neta: Mission for Clean Politics’ initiative with an aim to educate and empower the citizens to make an informed voting decision. Led by the insights from the common voting behaviour patterns of Indian voters which is largely driven by inadequate information about electoral contestants, ‘Swachh Neta’, a voter welfare initiative urges all Indian voters to do a thorough background check on the candidates prior to voting.

In the recent All India Survey 2018 released by ADR, an important factor emerged that while 97.86% of the Indian voters do not want candidates with criminal antecedents in the Parliament and the State Assembly, 36.67% voters don’t know about the criminal records of the candidates contesting elections.

Swachh Neta aims to bridge this indifferent and detached approach to embrace a clean political ecosystem by driving the importance of Involvement, Scrutiny and Background Check in making the right voting decision. Times Now has launched swachhneta.com in partnership with Association for Democratic Reforms (ADR), facilitating a background check on the candidates in the various constituencies on the parameters including qualification, criminal record, financial income and assets.

Times Network MD, CEO MK Anand said, “Times Now actively champions initiatives that lead to systemic reform. Our pursuit to effect meaningful change has been aptly captured in our brand promise – ‘Action Begins Here’, that we try to live up to. Swachh Neta comes at an opportune time when transparency and accountability in the political and electoral system of the country is the need of the hour. Through this endeavour we want to empower our viewers to bring positive change through informed and well researched voting.”

The marketing campaign on the Swachh Neta initiative includes:

TVCs: Three 60 sec TV commercials that highlight real life analogies to establish the paradox of involvement in decision-making for simple things versus voting for their electoral candidates. The narrative of TVCs reflects upon the importance of an informed voting behaviour and urges voters to do a background check on their Neta. TVCs to be played out on all Times Network channels

Digital: Video promotion, Display banners, content marketing, social media promotion across Network’s digital assets and leading digital/social platforms

Print: Print ads and innovations across The Times Group dailies

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