The Great Indian Revolution 2014

The Great Indian Revolution 2014

Even before the great Social Media revolution swept across India, our country was awakened to a new wave in the world of cinema in the year 2006. It was on the eve of India’s 56^th Republic Day, that a film, predominantly made purely for ‘Entertainment’, with the plethora of stars it had, had managed to bring a change in the mindset of the youth. There are no brownie points for guessing. The film was ‘Rang De Basanti’. Right from the promos, the trailers and extensive marketing, a changing trend in its own right, innovative and impressive, the film had only one message to give – ‘A New Generation Awakens.’

Everything about the film was so compelling that it certainly made one think at some point of time: about our country – INDIA, our contribution to the society as a civilized citizen. To me, personally, the best scene in the film was (SEE VIDEO) when the young boys, too carefree about their lives and extremely cool and insensitive, have an encounter with a flight lieutenant from the Indian Army (played by R Madhavan), who suggests them to be a part of the system to change it. And by the end of the film, what we saw was a glimpse of reality that exists in society today.

I give the example of ‘Rang De Basanti’, for the only reason that, it was the first film to probably mobilise the youth towards CHANGE. Political or otherwise. Since then, several campaigns over the internet and social media have been conducted, calling citizens to like Facebook Pages, Join in a signature campaign (Change.org), Tweet in order to highlight various social issues and voluntarily or involuntarily ‘BECOME A PART OF IT’! Be it the Meter Jam campaign started in Bengaluru against the horrifying atrocities of the auto-rickshaw fellows, The Times of India ‘Lead India’, ‘Teach India’ campaigns or ‘India Against Corruption’, which remains as the biggest movement in the history of Indian Democracy, that probably mobilised the young, old and everyone active on Social Media to rise for change.

And most of these campaigns also meant one thing. You don’t need to be physically present to be a part of the change. Campaigning online or showing support was the key. And it has managed to work wonders already. The recent developments emerging out of the elections concluded in Delhi are all in the eyes of the public to see. Even after elections, we see people praising the Mango Man (as he is fondly called), now chief minister of Delhi, and even bashing him, all thanks to Social Media. Another example that I came across was a friend of mine working for a leading political consultancy and asking me to like the page for NaMo. The page had all details of the ‘promises’ of the party, the election manifesto and a link to a video, which has become viral on the internet. All for support!

So while campaigns have now become online, the only challenge remains is getting the YOUTH to vote. The regular oldies, and our parents will surely vote (being optimistic about the turnouts). But the concern is still about getting the majority population to vote. So when social media is playing its game, it’s just fair that Social Media comes to rescue to get votes as well, especially from the youth.

I remember a leading Tea brand, starting off with a voter campaign and calling people to register for voting. The ‘Jaago Re’ campaign again is a strong example to empower youth towards ‘Change.’

Most of us today want to be at the comfort zone of our homes and do not want to take efforts of stepping out. Be it ordering Pizza, food or home-shopping. When there is such lethargic attitude, calling youth to a voting booth to vote can be a challenging task. But what if the voting booth comes to their homes?

The idea is simple. First get the voter list ready of a particular area. Second, using Aadhar Card and Voter registration details, contact by SMS, Whatsapp, FB, the concerned citizen and remind him about Election information, candidature and every information, which the citizen can use to decide on the candidate to vote for. Instead of carrying out door-to-door campaigns, using the power of social media, Skype, Hangouts to interact with the youth about party programmes, just like a celebrity speaks to his fans before a movie release.

While this is during the campaigning stage, the voting stage can be involved by partnering with FREE application download sites, mobile based apps, and social media apps and designing a standard voting application, which sends reminders about candidates, voter information and if possible, even an OPTION to ‘VOTE FROM HOME’.  Just like one votes for our favourite celebrity couple on a reality show, to save a team-member in the ‘BIGG BOSS’ House, the VOTE FROM HOME option can work as a comfort tool to mobilise voting. Yes, and one must not forget to say “Standard SMS Rates DO NOT Apply!”

Today, most places across the country are accessible with the penetration of mobile phones and internet, and the youth of Tier 2 and Tier 3 Cities is also aware of Social Media in its basic form. When they can vote for a upcoming reality singer from their small town, voting for their leader using technology shouldn’t be a challenge. But it has to be FREE!

In earlier days, several politicians used to woo the people by offering them FREE Food, Liquor and showering them with gifts. Our generation is well equipped to get the luxuries and even the basic meal, but what we aren’t comfortable is getting the lazy butts of the cushion to go and vote! The VOTE FROM HOME campaign, through social media apps may just be a small step to make them a bit ‘RESPONSIBLE’ While many may prefer ‘Being Lazy’, campaigning can also call for people to get awareness and seek the change. In many cases we are not aware of the leaders and their background, so social media apps can help provide the best details about candidates.

All said, if only the change needs to happen, now is the time. Now is the time for all to #VoteForIndia. If 140 Characters can stir controversies in the Internet Crazy World, if one message all it takes to VOTE, if one LIKE is all it takes for the change, I LIKE THIS (Thumbs UP!)

So if in 2006, it was the film, let 2014 be the year of change! Change through the power of youth and social media. Change to be a part of the system and a part of ‘The Great Indian Revolution of 2014.’
– Jai Hind.

Rahul Iyer