The extensive measures to attract young voters to polling booths include potential discounts by coffee houses such as Starbucks and Cafe Coffee Day, along with positive messaging campaigns by food and grocery delivery platforms like Blinkit, Swiggy, Zomato, and Domino's. The outreach also incorporates AI-generated videos, reels, competitions, and a “gen-z anthem” recently launched by Chief Election Commissioner Gyanesh Kumar.
“Everybody wants to do something, so we will see how they come out with their innovative ways. If they come and do something, that is good. A positive message will come out and it might have an effect,” Kerala Chief Electoral Officer Rathan U Kelkar said in an interview to PTI.
Kelkar highlighted that voters in the 18–30 age group number around 50 lakh in Kerala, yet this significant electorate remains largely disengaged, often failing to vote despite being listed in the electoral roll. To address this trend, the Election Commission has deployed multiple awareness strategies to emphasise the importance of voting, countering the perception among youth that a single vote does not make a difference.
“We are trying to motivate them (youth) by various means, like giving halwa to first-time voters in every district on polling day. The intention is to sweeten their civic journey so that they feel happy about taking the first step as they enter the area of democracy,” Kelkar said.
As part of this initiative, 200 specially branded halwa packets will be distributed to offices of District Election Officers (DEOs), who will identify polling booths for implementation. Booth Level Officers (BLOs) and volunteers will verify first-time voters and ensure the distribution of halwa packets at designated booths.
Additionally, Uber is offering free rides to polling stations within a two-kilometre radius for voters in Ernakulam and Thiruvananthapuram, while distances beyond that will incur charges, according to an EC release. Kelkar also noted that SupplyCo has agreed to provide rice flour at Re 1 to customers on April 10 and 11, following the election, while discussions are ongoing with coffee chains regarding voter discounts.
“From our end, we are trying to facilitate and motivate them (youth). We are trying to bring in some sense of responsibility in them and make them realise the importance of their vote,” he said.
The Electoral Literacy Club of the EC, comprising over 2,000 members, is actively conducting awareness activities in schools, colleges, communities, and tribal areas. Kelkar stated that political parties are also contributing by supporting and participating in these initiatives.
Expressing confidence in the outcome, Kelkar said the efforts are expected to significantly increase youth participation and push overall voter turnout to 90 per cent. He acknowledged that achieving 100 per cent turnout is unlikely due to overseas voters who may not return to vote.
However, he emphasised that residents who participated in the Special Intensive Revision (SIR) exercise and ensured their inclusion in the electoral roll are expected to vote. “We had a very good SIR and our electoral roll is very clean. There is no reason why people would not vote after they participated in the SIR and got their names included. So, I feel 90 per cent plus turnout is easily achievable and I am very hopeful of that,” Kelkar said.
Addressing concerns about hot and humid weather conditions, Kelkar confirmed that necessary arrangements have been made. Directions have been issued to political parties and District Collectors regarding campaign and polling day precautions. Polling stations will be equipped with water points, shades will be installed, and umbrellas will be provided to BLOs managing voter counters.
He further detailed that 75 per cent of home voting had been completed by April 3 and would conclude by April 4, covering around 2.07 lakh eligible voters. Postal b
allot voting for approximately 2.15 lakh voters will also be completed before April 9. Measures such as webcasting systems at polling stations and deployment of central forces in sensitive booths are in place to ensure a smooth and secure voting process.
The Election Commission’s multi-pronged strategy reflects an unprecedented push to redefine voter engagement, particularly among the youth, with the April 9 Assembly polls poised to test the impact of these innovative interventions.
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