The India chapter of the International Advertising Association has launched a teaser campaign aimed at making the first time voters exercise their franchise.

The initiative takes the form of a creative with a QR code which, if scanned on a smart phone, would reveal a video.

Srinivasan Swamy, President, IAA, said, "This is yet another important initiative that shows what the communications industry can do societally. The IAA has been trying its best to champion causes like the environment, women’s issues and now, social change. The creative uses a teaser approach to communicate a very important message. I hope it will will trend virally on social media.''

Posters of this are being put up in 40 colleges across Mumbai, while 10,000 newspaper supplements are being distributed at a major youth event.

LINE, a Japanese proprietary application for instant messaging on smartphones and personal computers, who have over 400 million users worldwide have agreed to spread the word to their entire India user base.

Opera Software, the makers of Opera browsers for desktop/PCs and mobile devices has agreed to partner with IAA and will support the initiative by spreading awareness of this campaign to millions of Opera Mini users in India.

Media buying agency Group M, through their Dialogue Factory have created the campaign. Volunteer For A Better India, a non government organisation, has been partnering the IAA on the ground in this campaign.

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