With the 2019 Lok Sabha elections going on right now, millions of Indian citizens are exercising their rights and helping the country grow by giving a vote. However, there are many Indians who live in difficult terrains without any connectivity to the roads or public roads, making it difficult for them to reach the polling booths. Jeep India took an initiative and took to onus to taking the residents of a village to the polling booths so that they can exercise the right to vote.
Jeep India has released an official video that shows their effort to ensure that the people from a rural area reach the polling booth on the voting day. Jeep has not revealed the exact details of the village but in the video, the residents of the village can be heard saying that the polling booth is 10-12 km away and there are no roads or public transport connectivity, which can help them reach the booths.
The video shows the villagers speaking about the difficulties they have to face to reach the polling booths and the lack of options. However, the villagers can be heard enthusiastically saying that they want to contribute their part by voting but they don’t have the means to reach the booths. The video later shows a convoy of Jeep Compass SUVs reaching the village and ferrying them to the polling booths.
As per the video, the Jeep Compass SUVs travelled more than 800 km to ferry the villagers and drove for 11 hours continuously in the rough terrains. The video does show some challenging terrains. In the video, we could spot four Jeep Compass SUVs but the exact number of vehicles used for ferrying the voters is not known.
Speaking about the campaign, Rahul Pansare, CMO & Head of PR, FCA India said:
“Brand Jeep is about taking on tough challenges. What could be a better opportunity to showcase what Jeep can do than the biggest election in the world?”
Rajdeepak Das, MD – India & Chief Creative Officer – South Asia, Leo Burnett, added:
“This is such a powerful idea and a perfect reflection of Leo Burnett’s HumanKind philosophy that puts people at the centre of all our work. What better way to showcase Jeep’s capability than giving Indians who have never voted a voice? We have been living with this idea for over a year now, and it’s satisfying to see it executed.”
Jeep Compass is the most affordable vehicle from the brand in India and it is also the best-selling car in India from the FCA Group. The Jeep Compass currently takes on the likes of Hyundai Tucson and is similarly priced as Mahindra XUV500 and Tata Harrier in the market. Jeep is also working to bring in the Trailhawk variant of the Compass that will be most capable of the lot and will also get an automatic transmission with the diesel engine option.