Corporate India steps up to make every vote count

From offering free rides and paid leaves to launching ad campaigns, companies are going all out to encourage voting

- ANUSHKA BHARDWAJ

In April 19, Phase I of the 18th Lok Sabha elections witnessed a voter turnout of 65.5 per cent for 102 seats, marking a decline from the 2019 turnout of 70 per cent. While the election commission has collaborated with various organisations to boost voter participation, corporate India, too, is doing its bit by launching a slew of initiatives - from offering paid leave and work from home to advertising through personalised emails, multiplex screenings, and radio collaborations to energising citizens to head for the polling booths on voting day.

From Dabur India's strategic radio collaborations, to Shree Cement's patriotic rallying cry of 'Vote Solid, Desh Solid' featuring actor Sunny Deol, companies are going all out to encourage voting.

Flipkart, too, has jumped into the fray, offering paid leaves on voting days, while fitness firm Fittr is extending flexible work hours to ensure employees can cast their ballots. "We have tied up with 40 radio broadcasting stations across the country to run public service campaigns," says Prashant Agarwal, marketing head-health supplements, Dabur India.

The campaign, apart from encouraging people to vote, urges them to beat the heat this poll season with their product, Glucoplus-C. "The idea behind running ads on radio is to ensure that the appeal reaches maximum people, especially in the northern and eastern states, which will be facing extreme heat waves during the election period," Agarwal adds.

Besides its 'Vote Solid, Desh Solid' campaign, which aligns with its brand Bangur Cement, Shree Cement has also introduced a 'Vote ka vachan' pledge on its website.