Specials

Thomas Cook lndia launches ‘Ghar Jao Vote Karo’ campaign

It has also launched a post-voting holiday offer as a thank you

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/03/26/thomas-cook.jpg?itok=_KaI4MxG

MUMBAI: Thomas Cook (India) Ltd, an integrated travel and related financial services company, spearheads the citizen election agenda 2019 by launching its ‘Ghar Jao Vote Karo’ campaign ahead of the upcoming general elections. The brand seeks to empower citizens to vote while simultaneously rewarding them- both on their flight to their hometown pre-election, as well as holiday discounts post elections.

According to the Election Commission, merely 540 million Indian voters or 66.4 per cent of those eligible cast their vote in the 2014 general elections. A key challenge attributed to the low turnout was the migrating Indian population, moving from tier II and III cities into larger urban towns and metros. Thomas Cook India has therefore strategically aligned its campaign to tap into India’s vote bank, by aiming to create awareness on the importance of voting while gratifying the voter with incentives.

Thomas Cook India’s ‘Ghar Jao Vote Karo’ campaign will extend from 26 March to 19 May 2019, to encourage Indians to exercise their right to vote by flying back to their respective hometowns- where they have been registered as voters. As part of the campaign, the pre-election offer includes a discount of Rs 1,000 off on return air tickets (per adult) on providing proof via any official document such as their Voter ID/ Aadhaar Card, etc. The last date of flight departure is 19 May 2019 to coincide with the last date of polling.

Voting in many states coincides with India’s largest vacation season. Hence, in its initiative to recognise the efforts taken by its customers who vote, Thomas Cook India will offer a special post-voting holiday discount – across both its domestic and international group tours (Rs 3000 off on its domestic group tours or Rs 5000 off on its international group tours, per family). All its customers need to do to avail the offer is to display their inked finger at any of Thomas Cook’s extensive retail outlets pan India. The post-voting holiday offer is valid up to 19 July 2019.

With several election dates falling on Mondays or Thursdays, Thomas Cook’s data reveals that travel hungry Indians are likely to extend their weekends into ‘smart weekend holidays’ thus giving a fillip to the emerging trend of ‘Election Tourism’.

Thomas Cook president and group head - marketing, service quality, value-added services, and innovation Abraham Alapatt said, “At Thomas Cook India, we are keen to do our part by motivating consumers to cast their vote in their hometowns and this formed the genesis of our Ghar Jao Vote Karo campaign.”

He added, “Social media is expected to play a strong role in the upcoming elections. Be it voting selfies showcasing an inked finger or the use of hashtags, consumers are taking their involvement beyond the booth. However, there is a strong urgency in getting the voting population involved in the pre-voting phase as well and hence our campaign motivates customers- both during the pre and post voting phases. Via our Ghar Jao Vote Karo campaign, we look forward to engineering a new wave of proactive social consciousness across metros as well as Tier II and III regions of the country.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/10/hitesh.jpg?itok=kSO4bvxG
'Shubh Mangal Zyada Saavdhan' director Hitesh Kewalya to speak at The Content Hub 2020

MUMBAI: Shubh Mangal Zyada Saavdhan has been hogging B-Town limelight for the last two days. One of the major attraction points seems to be the recreated version of the 80s hit track Yaar Bina Chain Kaha Re, which has already taken social media platforms by storm. It seems director Hitesh Kewalya’s...

Specials Event Coverage Content Hub
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/03/tv.jpg?itok=oNfpKXq7
2019: A year that was for English GECs

2019 was all about implementation and the impact of new tariff order (NTO). It has been a year of disruption and innovation for the industry. Overall it was a challenging year for niche channels but throughout the year, channels made various efforts to overcome them and retain its consumer base.

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/02/group.jpg?itok=wqx8gil0
Industry hopes pinned on a better 2020 for mainline advertising

2019 was a mixed bag of opportunities and challenges for the advertising industry. Television primarily witnessed a great drop in its growth with an ambiguous first quarter because of the new tariff order and a slow final quarter because of the economic slowdown.

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/01/02/tv.jpg?itok=9E94iYHt
TV & video people who made an impact in 2019

Even as the curtains have gone down on 2019, Indiantelevision.com is happy to reveal its list of senior executives from the business of TV and video, who were constantly under the arc light throughout the year or made waves on account of something they did.

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/31/year_ender2019_0.jpg?itok=cxdGPV-C
Best moment marketing trends of 2019

MUMBAI: Brands have always been serious about their marketing plans. They spend months strategising their campaigns, involve the best of the technicians and talents to aid the creative process, and try to come out with communications that build trust among their target consumers. But the changing...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/31/fer.jpg?itok=I4nd9ctu
How has 2019 been for youth and music category?

In its 25 years of running, MTV has set many benchmarks in the youth entertainment genre cementing itself as the Universe of the Young. Undisputedly, India’s No 1 Youth Entertainment Brand, MTV reaches out to over 300 million homes today and witnessed a whopping 20 billion minutes of watch time on...

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/30/basant.jpg?itok=r7bfWRtS
2019 - A year of high action for the television news industry

Back in the day, a typical morning in an Indian household was incomplete without a cup of tea and a hefty printed newspaper. This might sound primitive to the current generation of digital natives but newspapers were, and, in fact, still are, a key source of news for many people.

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/30/tab.jpg?itok=tzpSghCM
Higher investment in content & tech, innovative marketing strategy led OTT industry in 2019

The over-the-top (OTT) market in India turned more saturated in 2019. To make a dent in the cluttered space, the contenders have significantly upped their game with a greater amount of high-quality original content, incorporating new technologies and increasing marketing spend.

Specials Year Enders
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/12/27/Vishal-Maheshwari.jpg?itok=4i8y7wKQ
OTT India 2019 – key trends and crystal ball gazing for 2020

While  creating this write up on something that’s as wide and far as India OTT we decided to be as objective as possible and use data to establish and talk about some key trends that we see both unique as well as interesting on how the sector is evolving. App Annie is a third-party app analytics...

Specials Year Enders

Sign up for our Newsletter

subscribe for latest stories

* indicates required