The Brief

India accounts for one of the largest number of road fatalities due to drunken driving. The objective was to promote responsible drinking among people by getting them to hire a driver to drive them home after a drinking session.

Describe how the promotion developed from concept to implementation

The creative solution hinged on the age-old Indian belief that Yamaraj, the God of Death, comes for your soul when your death is near. The idea was executed through an event wherein we staged the entry of Yamaraj, the God of Death, in patrons' cars when the valet brought the car out. The ominous spectacle did a commendable job in eliciting the desired response; the patrons, though drunk, chose to hire a driver to drive their cars, thus reaching home safe.

Describe the success of the promotion with both client and consumer including some quantifiable results

On the night of the stunt, nearly all the patrons present opted to hire a driver; but what's heartening is the response extended way beyond that. While Zara made the drivers' service regularly available to all patrons, police departments across major metros in India shared the video on their respective webpages. Not to mention over 150,000 people who shared it on social media. We also got media coverage worth over 2 million rupees (INR), with industry publications like Campaign Brief Asia and India's leading dailies like The Times of India, The Hindu covering it for free.

Explain why the method of promotion was most relevant to the product or service

Our client, Zara - The Tapas Bar, are in the business of retailing alcoholic drinks. Their patrons, after having drinks at their premises, might end up putting themselves at risk, if they chose to drive home drunk. Hence the creative execution was most relevant to both our client and their customers.