MUMBAI: Shunning the ballot box, a common trend in our country, will be tackled by Channel [V] with an election awareness drive called [V] The Big Vote in an endeavour to enlighten the youth of India on the key issue of casting one's vote. 

The campaign essentially designed to educate, involve and mobilize the younger citizens of India for the upcoming General Elections 2004 is part of Channel [V]'s Youth initiative programme.

[V] The Big Vote expected to take off by mid March will include various on-air and on-ground promotions, and will witness Channel [V]'s VJs Gaurav Kapur and Shruti Seth spearheading this youth initiative.

Outlining the objective of the drive, Channel [V] head honcho Amar K Deb says, "We're bringing in the winds of change! It's our way of getting the younger citizens of this country to appreciate and take advantage of their most fundamental right - the right to vote. Its all a part of Channel [V]'s Youth initiative programme, which will addresses issues that directly impact a Young India. [V] The Big Vote aims to educate them about the processes, engage them in discussion of their problems and issues and motivate them to make a difference by casting their vote. They've got to choose or they're going to lose."

The campaign will be divided in two phases, phase one tackling issues about eligibility, the process of registration and other details of the voting process. Phase two will facilitate the youth in various discussions, debates and dialogues, providing them with a platform to be heard and encouraging them to take a stand and place their vote according to the release.

Celebrities and musicians have also been roped in to impact the youth with these messages.