| Title | BAN BLUE LINE |
| Brand | MAHANAGAR WALEFARE SOCIETY |
| Product / Service | CHARITY |
| Category | B05. Public Service, Charity & Fund Raising |
| Entrant | McCANN WORLDGROUP INDIA Mumbai, INDIA |
| Entrant Company: | McCANN WORLDGROUP INDIA Mumbai, INDIA |
| DM/Advertising Agency: | McCANN WORLDGROUP INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Prasoon Joshi | Mccann Worldgroup India | Creative Chief Officer |
| Ashish Chakravarty | Mccann Worldgroup India | Executive Creative Director |
| Vineet Mahajan | Mccann Worldgroup India | Creative Director |
| Nitin Pradhan | Mccann Worldgroup India | Creative Director |
| Rupesh Sahay | Mccann Worldgroup India | Creative Director |
| Vineet Mahajan | Mccann Worldgroup India | Art Director |
| Rajit Gupta | Mccann Worldgroup India | Art Director |
| Rupesh Sahay | Mccann Worldgroup India | Art Director |
| Ashish Chakravarty | Mccann Worldgroup India | Copy Writer |
| Nitin Pradhan | Mccann Worldgroup India | Copy Writer |
| Suman Adhikari | Mccann Worldgroup India | Copy Writer |
| Akshat Ghildial | Mccann Worldgroup India | Copy Writer |
| Chetan Malvi | Mccann Worldgroup India | Art Director |
| Sushant Bhadoria | Mccann Worldgroup India | Art Director |
| Chetan Kukreti | Mccann Worldgroup India | Art Director |
| Ankur Mondal | Mccann Worldgroup India | Production |
| Satish Kataria | Mccann Worldgroup India | Editor |
In 2001, the Delhi Transport Corporation allowed private operators to run around 4,200 buses on Delhi roads The Blueline service. With their scant respect for rules of road safety, theses buses had a staggering 47,659 tickets issued against them in just 10 years. More importantly they were responsible for 40,000 accidents and 1,072 deaths. People had become inured to these regularly reported accidents. We wanted to rouse public opinion against this killer bus service, and take it off the Delhi roads.
Although the reckless Bluelines claimed at least one innocent life every other day, people in Delhi had seem to have turned apathetic to this shocking issue. So we needed to remind people about the mishap and make them realize that they could be next victim. And what better way to do that than demonstrate the sad incident at the exact spot where a victim had lost his or her life. But only symbolically, using the stickers of the Blueline victims.
We pasted Life-size pictures of people killed by the Blueline Buses with their names and age. These stickers were pasted at the exact spot where they'd lost their lives. Unlike statistics in media reports, this was something that no one could ignore. The pictures came up on roads all over Delhi, reminding people, that they could be next. These stickers further urged them to end the Blueline menace, and SMS 'BAN' to 4545
We collected more than three hundred and fifty thousand SMSes. Bloggers supported the cause. The campaign caught the attention of the media. Leading national dailies started columns on Blueline menace on their front pages. Radio and TV were quick to follow. People joined in protest marches. The torrent of public support galvanized the government into action. Finally, on 25th October 2011, an order was passed to phase out the killer Blueline service within one year. They're to be replaced by a fleet of new buses operated by the Delhi Transport Corporation itself. Delhi roads will be safe, once again.