Title | THE SEATBELT CREW |
Brand | CHANNEL V / STAR TV |
Product / Service | ROAD SAFETY AWARENESS |
Category | A02. Corporate Responsibility |
Entrant | OGILVY & MATHER INDIA Mumbai, INDIA |
Entrant Company | OGILVY & MATHER INDIA Mumbai, INDIA |
Advertising Agency | OGILVY & MATHER INDIA Mumbai, INDIA |
Production Company | RGBA STUDIOS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Abhijit Avasthi | Ogilvy&Mather India | National Creative Director |
Rajiv Rao | Ogilvy&Mather India | National Creative Director |
Zenobia Pithawalla | Ogilvy&Mather India | Executive Creative Director |
Ryan Mendonca | Ogilvy&Mather India | Associate Creative Director |
Vishal Bagade | Ogilvy&Mather India | Associate Creative Director |
Francis Thomas | Ogilvy&Mather India | Copywriter |
Ritik Sachdev | Ogilvy&Mather India | Art Director |
Nithin Narayan | Ogilvy&Mather India | Art Director |
Faramarz Wankadia | RGBA Studios India | Director/Producer |
Vikas Munipalle | Freelancer | Director Of Photography |
Rohit Sharma | RGBA Studios India | Line Producer |
Manohar Nayak | Lingo India` | Sound Producer |
Roshan Machado | Freelancer | Music Director |
Prashant Bhise | Freelancer | Editor |
Kapil Bhatia | Mango Orange Films | Production Manager |
Channel V's VithU app all about safety. We decided educate reckless motorists who ignored the seat belt safety rule in a way that would create buzz. Indian transgenders (known as hijras) are unique - we consider them sacred, touched by god, and their blessings are regarded as auspicious. In fact, many of them make their livings exchanging blessings for cash at traffic signals. We got hijras to remind reckless motorists at traffic signals about the basic safety procedure of wearing a seat belt. But they did it in the same manner that an airline crew would give a flight safety briefing. The video of the activation was posted on YouTube and received millions of views and was the top trending video in India (Source: YouTube, week 19). The Twitter handle created for the activity gained hundreds of followers and mentions a day. The video was shared thousands of times on social networks, aggregator sites like buzzfeed.com and blogs. It was also covered in hundreds of mainstream news articles and shows. With a cost of under USD 5,000, we garnered earned media worth over 1.7 million. Most importantly, conversations on seat belt safety went up by 197900% in a single week.
People were ignoring any messaging that told them to wear seat belts, and any advertising on the issue had become a blind spot. So we needed to deliver the message in a way they simply couldn't ignore.
Millions of views on YouTube, India’s most popular video. (Source YouTube: week 19) Covered by hundreds of aggregator sites and Twitter (via @seatbeltcrew) Featured in mainstream media (BBC UK, Telegraph UK, New York Daily News) Cost: Under $5000 USD. Earned Media : Over 1.7 million. Seat belt safety conversations up by 197900% in a single week.
We got hijras to deliver a seat belt safety briefing to motorists at traffic signals while they were waiting for the signal to turn green. Except, we got them to do it in the same way flight attendants would deliver a flight safety briefing. This got people to pay attention. The video of the activation was then uploaded to maximize the reach of the campaign. The twitter handle (@seatbeltcrew) was created to allow people to have a direct conversation with the Seatbelt Crew and spread the message of safety.
Channel V wanted to build positive conversations around the issue of safety for it's safety app called VithU. Since India's streets are pretty dangerous, we decided to get reckless motorists wear their seat belts.
To get motorists to wear their seat belts, we used the help of people who spent a lot of time at traffic signals - hijras (Indian transgenders). Indian transgenders are not like their counterparts elsewhere in the world. Indians consider them sacred, touched by god, and their blessings are considered auspicious. That's why many of them make their living exchanging blessings for cash at traffic signals. Hijras are people you simply cannot ignore.