Before the 2024 Loksabha elections the general perception among voters was a feeling of resignation, that the government in power could not be changed. We tackled this resignation with a simple but powerful thought that every vote against the incumbent counted, and was the only way to bring about change.

The stark black and white videos, played across TV and all social media channels, vocalised and depicted the hardships of every voter segment, from young urbanites to the rural labourers, and women to entrepreneurs.

The subjects of videos were adapted to print and outdoor campaigns, and localised for each constituency.

The result was an unexpectedly large number of seats won by the party.