Making the Right Choice

Indians are used to seeing their filmstars sell products on TV but, probably for the first time, one of them is trying to sell informed judgement. The Association for Democratic Reform’s ‘Sacche Chuno, Acche Chuno’ (‘pick the true, pick the good’) campaign, fronted by Aamir Khan, seeks to motivate citizens to be more reflective about how they should vote. To facilitate easy access to information, the ad offers viewers a free SMS service that provides information about the criminal history, education, and assets of their would-be netas.