Samsonite: #EkDinKiChutti (TVC April 2019)

~ Kolla Krishna Madhavi

Itna lamba safar teh karke, ek din ki chutti manane...

Samsonite's new campaign urging people to take a day off from work to vote sets the right tone in the current phase of elections. 

Kyonki is chutti ka maksad kuch aur hai, manjil kuch aur hai!

The thought-provoking short film opens with a man traveling to his hometown. He happily connects with his family and friends but doesn't stop for long reunions. He seems to be in a rush, a man driven with a purpose. It is only towards the end of the short film that we realize that the man has taken the day off solely to exercise his franchise. 

#EkDinKiChutti | Let's travel to vote | Samsonite

Courtesy: Samsonite India, Latestly

It does seem like a humongous effort to travel all the way back to our native place just to vote. 

Per a study conducted by Nestaway and as reported in the Times of India, 91% of working professionals in their 20s are not registered to vote in the place where they live, though 75% would like to be able to vote in the 2019 general elections. The study was conducted on 1,100 urban migrants in Delhi, Mumbai-Pune, Bengaluru and Hyderabad. 

Elections are an opportunity for us to exercise our legal Right to Vote and this Right cannot be taken away from us. The purpose of the official chutti (holiday) given to us is often misunderstood. Some of us end up relaxing the whole day. Others enjoy the day as a bonus holiday, which comes just once in 5 years.

Right to vote has been prescribed under Article 326 of the Indian Constitution and shaped by the statute, namely, Representation of the People Act, 1951 (RPA, 1951) and The Constitution (Sixty-first Amendment) Act, 1988, which guarantees the Right to Vote to every citizen above 18 years of age. 

As shared by the Chief Election Commissioner, Sunil Arora in The Economic Times, India continues to be the largest democracy with over 900 million citizens eligible to vote in this year's elections.  And out of the total electorate, a critical mass of 15 million is in the age group of 18 to 19 years. 

#EkDinKiChutti | Let's travel to vote | Samsonite

Courtesy: Samsonite India, Indian Television

Na Diwali, na Eid, na Christmas! Phir bhi... Samsonite's recent initiative #EkDinKiChutti 'Travel to Vote' resonates deep within us.

An election day is also a festival day, the "largest festival of democracy" to be celebrated by each and every eligible citizen of the country by discharging our statutory duty responsibly!

#EkDinKiChutti | Let's travel to vote | Samsonite

Courtesy: Samsonite India

Image Courtesy: Samsonite India Pvt. Ltd., Autumn Grey, Momomoto Studios, Google Images, and other online resources.
Video Courtesy: Samsonite India Pvt. Ltd., Autumn Grey, Momomoto Studios, YouTube and other online resources.

Resources:
https://www.exchange4media.com/advertising-news/every-vote-has-the-power-to-transform-the-nation-says-samsonite-in-its-new-campaign-96129.html
https://www.campaignindia.in/video/samsonite-gives-packing-your-bags-on-voting-day-a-new-twist/451224
https://www.indiantelevision.com/mam/marketing/mam/every-vote-has-the-power-to-transform-the-nation-says-samsonite-in-ekdinkichutti-campaign-190416
https://economictimes.indiatimes.com/news/elections/lok-sabha/indian-voter-population-is-900-million/articleshow/68345392.cms
https://timesofindia.indiatimes.com/india/91-of-urban-migrants-not-registered-to-vote/articleshow/67909421.cms

Note:
***Would be wonderful to hear your thoughts. You're also welcome to share the post or quote from it with appropriate credits, but please do not copy or reproduce this article in any format, device or language (human or machine), either in part or in full, without the explicit written permission of the author.
Subject to Copyright @2019.
The author has not been paid or compensated in any form for expressing an opinion.

Disclaimer:
The opinions expressed above are purely personal and as understood and interpreted by the author. They're not to be construed as an expert opinion or a formal analysis or deemed as accurate, valid, suitable or complete information in any form or manner. The reader is requested to use their own judgment and understanding for the same. 

None of the products or features discussed above are necessarily, as stated or endorsed by any of the respective companies.