Ballots with Benefits

Remember when you were younger, how your parents coerced you to get better grades and be on your best behaviour by promising rewards? You were tempted with your favourite games, toys, or more time to watch TV, if you aced your test. The bigger the task, the higher the payout. Well, brands have adopted a similar technique—stepping in to offer similar incentives but in return for being a responsible citizen. By rewarding consumers for going out to vote through discounts and perks, brands are encouraging citizens to fulfil their civic duty.

The Maharashtra election will be held on November 20, 2024. But it is not just a statewide holiday, and theatres are reminding you of that! Multiplex chains like PVR Inox, MovieMax, Cinepolis, Miraj, Sterling, Mukta, and Movie Time will offer a 20% discount exclusively to voters from November 20 to 22.

The Association of Hotels and Restaurants (AHAR) is offering exclusive discounts of 10% to 20% on food to voters, valid in-store only. The Maharashtra Retail Association and Reliance Retail are offering 10% to 15% discounts to voters on election day.

So, what is the reason behind the brands’ civic awakening? These initiatives tend to have a significant reach and impact, enhanced by active social media shoutouts and digital promotions that encourage people to vote. With government collaboration through multiple partners, this initiative gains even broader visibility, reinforcing its impact. Ultimately, the goal remains clear: to build a strong momentum that inspires people to step out and cast their vote.

“Our key goals are to increase footfall around voting day, which might also become another variation of cinema day. Ideally, we also want to engage with younger audiences, especially first-time voters, in the democratic process,” says Gautam Dutta, CEO – Revenue & Operations, PVR INOX Limited. “We’ll be tracking ticket sales during the offer period and gathering feedback to understand the initiative’s impact. Through our outreach, we hope to elevate awareness around the importance of voting, contributing positively to voter turnout,” he adds.

PVR also sees this initiative as part of a broader commitment to civic responsibility and plans to support similar initiatives in the future. “While we participate in multiple initiatives throughout the year, we are open to partner with like-minded organisations that strengthen our commitment to making a tangible impact on society and fostering meaningful engagement,” opines Gautam Dutta.

“Creativity plays a pivotal role in elections today. From crafting memorable slogans to weaving narratives that resonate with pop culture, it’s creativity that drives campaigns forward. With the rise of digital platforms, much of the election game is now won online, where slogans and narratives find an audience and spread quickly. Creativity not only enhances these messages but propels them further, adding a unique flavor and emotional appeal that keeps voters engaged and amplifies the campaign’s reach like never before.” said Yash Kulshresth, Chief Creative Officer, atom.

As Maharashtra’s Election Day approaches, the excitement around these creative discounts adds a new layer to civic duty, making voting a moment to celebrate. It’s a unique blend of democracy and deals, where casting a ballot not only strengthens the community but also brings some fun perks. Whether it’s a discounted movie ticket or a meal deal, these gestures remind us that voting is more than a duty; it’s a chance to connect, enjoy, and be part of something bigger—because democracy truly tastes better with a side of savings!