I had seen the add on TV , but I didn't know that it was also an online campaign ; untill I got an email form one of my friends, telling me about this initiative jaago re, started by an NGO . It aims to spread awareness about voting and also makes it bit easier for first time voters to get registered on voting lists. There is lots of useful information on the site for first time voters. Considering that many of us do not vote and think that it is not going to make any difference, it is a good initiative to spread the message that voting is what makes a difference in a democracy.
I also sort of like thier site and its integration with Maps. Nice job done. It will make a difference in its own little way. For me what works is that, it brings voter registration form right upto your desk, so all you have to do is fill it up and sumbit it to office whose address you will get from the site.