Thomas Cook (India) spearheads the citizen election agenda 2019 by launching its ‘Ghar Jao Vote Karo’ campaign ahead of the upcoming general elections. The brand seeks to empower citizens to vote while simultaneously rewarding them- both on their flight to their hometown pre-election, as well as holiday discounts post elections.
According to the Election Commission, merely 540 million Indian voters or 66.4% of those eligible cast their vote in the 2014 general elections. A key challenge attributed to the low turnout was the migrating Indian population, moving from Tier II and III cities into larger urban towns and metros. Thomas Cook India has therefore strategically aligned its campaign to tap into India’s vote bank, by aiming to create awareness on the importance of voting while gratifying the voter with incentives.
Thomas Cook India’s Ghar Jao Vote Karo campaign will extend from March 26 to May 19, 2019, to encourage Indians to exercise their right to vote by flying back to their respective hometowns- where they have been registered as voters. As part of the campaign, the pre-election offer includes a discount of Rs. 1,000 off on return air tickets (per adult) on providing proof via any official document such as their Voter ID/ Aadhaar Card, etc. The last date of flight departure is May 19, 2019 to coincide with the last date of polling.
Abraham Alapatt, President & Group Head - Marketing, Service Quality, Value Added Services & Innovation said, “At Thomas Cook India, we are keen to do our part by motivating consumers to cast their vote in their hometowns and this formed the genesis of our Ghar Jao Vote Karo campaign.”