The Brief

One of the biggest city in Asia, Mumbai's lifeline is its largest local railway network which helps commute 20 million passengers every year! it has an abysmal safety record, with more than 37 thousand accidents in the last decade of which 20% resulted in fatalities. The objective of this campaign was to seamlessly link Western Railways and the client Edelweiss Tokio, by launching a commuter safety drive. The activity aimed at lowering fatality rates by educating commuters, who usually in their daily mad rush, tend to overlook safety norms, leading to accidents and deaths.

Describe how the promotion developed from concept to implementation

As a part of the activity a hefty actor masquerade himself as Yamraj (The God Of Death) and entered the railway stations with a message to adhere to railway safety regulations, in order to ensure security of life. He cautioned people about the safety do’s and don’ts. This CSR initiative was well thought of and came in at a time when recurrent fatal railway mishaps were being reported from all over Mumbai. In order to accentuate the reach of activity, safety guideline pamphlets were distributed to the commuters. standees, cut outs, conversation bubbles, and plaque cards were also used.

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

Commuters were enthusiastic, there was overwhelming support from the people of mumbai. Large crowds were drawn in afe manners where ever the activation was carried out local press, electronic, radio television, online media were in full force. The activity received huge coverage in mumbai and indeed on a national platform. Western Railways was also thrilled with the activity and have called upon us for subsequent follow-ups, the jury of its peers awarded this campaign the gold at the OAC 2014, which is the highest platform for outdoor advertising awards in india, in the category Public & Social Welfare

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

There was a natural fit between safety and following the best principles for avoidance of accidents with the brand Edelweiss Tokio Life Insurance, which is a premium offering in India, and also the public & social service campaign objective, which was to help commuters understand the importance of safety norms while being at the railway stations.