Bloody Cool
"Trust the audience to get the joke."
How does a youth brand say something adults have failed to say convincingly for a decade — go vote?
Every civic campaign in the country sounded like a school assembly. First-time voters had learned to tune the tone out before they read the message.
The brand had a purpose — 'bloody cool' — that already spoke the same language as its audience. The vote was simply the next honest use of it.
Address first-time voters as first-timers, with all the innuendo and self-awareness that phrase carries. Own the double meaning. Trust the audience to get the joke.
Sharp social-first creative. No preachy CTA. A line that dared to be shared. Distribution ran on the audience, not the media plan.
One of the largest organic waves the brand had ever ridden — and, we would like to think, a small contribution to one of the biggest first-time voter turnouts in Indian history.