Use of Experiential Marketing
Client Dainik Jagran
Brand Dainik Jagran
Entrant Dainik Jagran
Brief With the largest concentration of young people in the world, every month for the next several years, 1 mn Indians will turn 18. This will have a bearing on everything from migration to efforts to combat climate change. Yet the paradox is that we just elected our oldest Parliament ever. The brief was to get youth to participate in democratic process beyond just voting.
We launched Jagran Youth Parliament to give youth practical exposure on understanding democratic governance. Around 500 youth from 10 cities were selected through a rigorous process . Simulated sessions of the Parliament were held. Online learning modules were created. Each City has a City Affairs Ministry to lead a Constituency Development Program to identify and address city-specific issues.