In keeping with its strategy of reflecting changing times, CHannel [V], the music channel from STAR India, has unleashed The Big Vote, an initiative aimed at "educating, involving and mobilising young citizens of India for the upcoming General Elections".

Outlining details of the mammoth initiative, which will encompass on-air and on-ground promotions, Amar Deb, head, CHannel [V], says, "The Big Vote is part CHannel [V]'s youth initiative programme addressing issues that directly impact a young India. The Big Vote aims at educating youngsters about the processes involved during elections, engage them in a discussion about their problems and issues and motivate them to make a difference by casting their vote."

The first phase of The Big Vote will focus on creating awareness about eligibility, registration and details on the voting process. The second phase will engage young adults in a dialogue on the General Elections and provide them with a platform to be heard and make their point.

The initiative will be spearheaded by veejays Gaurav Kapoor and Shruti Seth, who will interact with youngsters across the country. Special spots featuring celebrities, movie stars and musicians will be created to drive home the message. As head honcho Deb sums up, "It is our way of getting young citizens of the country to appreciate and take advantage of their most fundamental right - the right to vote."