Pac is a non-government, not-for profit organisation involved in advocating improved quality of public governance and policy matters. The campaign involves cricketer Rahul Dravid among a host of other celebrities across India who urge people to ‘Vote Today, Don’t Curse Tomorrow’. The campaign uses images of common people who curse the system for the problems they face in daily life and tells them that by not voting, they are only perpetrating the problem.

Pac says it feels that the widespread disenchantment and apathy prevalent amongst urban voters is a serious challenge facing our democracy. Therefore it has launched a nationwide voter awareness drive through various media to simply urge people to go out and vote. As a unifying theme, “Vote Today, Don’t Curse Tomorrow” will be integrated across various media and used as the punch line message to drive home the need to vote before complaining about problems or cursing those holding the reigns of power and public governance.

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