MUMBAI: Whether India is shining is open to debate but Dr Prannoy Roy's NDTV India is certainly trying to extract the maximum shine from the upcoming general elections.
 
NDTV India has just launched a "Cast Your Vote" contest targeted mostly at ad professionals and film makers. The Hindi news channel is inviting professionals to make a special 30-second ad film that exhorts people to exercise their franchise in the coming elections. The three most effective films will be aired on NDTV India and NDTV 24x7 during the course of the elections.

The best entry will be entered by NDTV India at the top advertising award shows, which include the likes of the Cannes and the One Show. An added incentive is that the winner will also get a grand prize of Rs 100,000.

The 30-second ad needs to convince people to get out of the comfort of their easy chairs and perform their civic duty of voting. The ad can either be in English or Hindi and has to be sent to NDTV's office on a Beta format by 10 March. Aspiring participants also need to fill in the Cannes certificate that the channel is giving out.

Well, winning at Cannes was never easy but an ad to move people to go out and vote, and that too using just a just 30-second spot. Phew! Looks like one tough ask.