The International Advertising Association (IAA) launched a campaign to encourage youngsters to cast their first vote. Through the campaign #MeraPehlaVote, IAA aimed to inculcate a feeling of achievement and pride in casting their first vote. It branches from the idea that there’s nothing quite like the first times – first party, first love, first job.

The campaign also nudged the younger generation to take their own choices and not succumb to peer and elder pressure.