What an idea sirji! Arvind Kejriwal inspired by Abhishek Bachchan’s SMS referendum idea?
Business Desk: Abraham Lincoln in Gettysburg Address on 19 November 1863 described a republic-democracy as elected ‘for the people, by the people and of the people’. Referendum or plebiscite thus bequeaths the real power in the hands of a common man.
The hung assembly following Delhi December 2013 Assembly polls, about to be Chief Minister and former IAS officer, Arvind Kejriwal, adopted the ‘idea’ of referendum over SMS. As Kejriwal goes techno, let us explore from where the whole ‘idea’ originated.
Idea cellular, Aditya Birla Group, has long been inspired by voting through short message service (SMS) and has incorporated the concept in its marketing and advertising strategy. The 2009 ad campaign of the brand projects the revolutionary concept; people vote through SMS whether they want malls in villages.
The Abhishek Bachchan ad series of Idea cellular has come up with some of most brilliant and thought provoking ideas. From SMS referendum to communal harmony, a lot has been projected through Idea ad campaigns.
Interestingly, Idea has revived the SMS referendum ad with Kejriwal going absolute democratic post Delhi 2013 elections.
Aam Aadmi Party (AAP) was the second leading party in Delhi Assembly, having won 28 seats, following BJP with 31 seats. Congress was able to save itself from being completely wiped out by 8 seats. As no party won absolute majority, hung assembly followed. A clear majority requires 36 seats out of 70 seats.
When BJP refused to form government, the ball was rolled into AAP’s court. People’s high expectations with AAP made the party take the bold step of forming a conditional-coalition government with Congress. Thus, AAP called for an SMS referendum asking people whether the party should form a government in Delhi.
The idea to involve the mass in critical decision making was already portrayed by the mobile network company. Only that then it was a fantasy, now a reality! The latest advertisement of Idea cellular thus revolves round the recent SMS referendum AAP called for to form Delhi government.
AAP leader Kejriwal gets Abhishek Bachchan idea for SMS referendum to form government in Delhi