New Delhi: In a groundbreaking move aimed at fostering greater civic engagement, cricketing legend Sachin Tendulkar has been appointed as a “national icon” by the Election Commission (EC) of India. This strategic collaboration seeks to invigorate voter participation across the country and encourage citizens to actively participate in the democratic process.

Solidifying the partnership

The formalization of this impactful partnership was marked by the signing of a memorandum of understanding between Sachin Tendulkar and the Election Commission on Wednesday. The agreement spans over three years and will see Tendulkar taking on the crucial role of spreading voter awareness on a nationwide scale.

A resolute mission

The objective behind this endeavor is to propel citizen engagement and ensure a substantial increase in voter turnout, particularly during the forthcoming general elections of 2024.

“The collaboration sets the stage for harnessing Sachin Tendulkar’s unparalleled influence, especially among the youth, to boost voters’ participation in the upcoming elections, notably the 2024 general elections (to Lok Sabha),” highlighted the Election Commission in an official statement.

Bharat Ratna Awardee & Legendary Cricketer Sachin Tendulkar (@sachin_rt) is now the ‘National Icon’ of the Election Commission of India. 🌟@ECISVEEP @SpokespersonECI #SachinTendulkar pic.twitter.com/YxuFopQOAH

— DD News (@DDNewslive) August 23, 2023

Addressing urban, youth apathy

This strategic alliance also aims to address the pertinent issue of urban and youth disinterest towards the voting process. By leveraging Tendulkar’s iconic stature and mass appeal, the Election Commission envisions a significant shift in public perception and participation.

A proven strategy

This isn’t the first time the Election Commission has enlisted renowned individuals as “national icons” to catalyze electoral participation. Previously, eminent personalities such as Pankaj Tripathi, MS Dhoni, Aamir Khan, and Mary Kom have all been designated as “national icons,” driving voter engagement during elections.

Sachin Tendulkar’s association with the Election Commission promises to be a transformative endeavor that could reshape the way citizens perceive their role in the democratic process. With Tendulkar’s credibility and relatability, the initiative aims to create a lasting impact on the civic consciousness of the nation, encouraging more citizens to exercise their fundamental right to vote.