The Brief

There are 130 million motorbike riders in India. Unfortunately, the lack of helmet usage results in nearly 90 bikers succumbing to head injuries each day. Cautionary advertising continues to be ineffective. Although motorbikes hold a special place in their riders’ hearts, the helmet is seen as a non-essential part of the biking experience. Since helmet-safety advertisements have proved ineffective, the advertising requirement was deemed to be a behaviour-changing innovation. The challenge therefore was to make motorbike helmets more appealing and hence encourage helmet usage while riding. The solution - We made the helmet a key to the bike!!

Describe how the promotion developed from concept to implementation

Our innovation would recognize if the rider is wearing the helmet and if so would wirelessly send a signal to the bike's ignition system to start it. If the helmet is not worn the bike will NOT start. In short, No Helmet? No Ride! The innovation makes one appear like Darth Vader of the bikes! Wear the helmet and the bike starts. By this we made the helmet a cool gadget than a mandatory menace. Riders who were privy to the idea loved it and wanted to flaunt it by fitting it in their own two wheelers.

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

The technology has the ability to revolutionize two wheeler manufacturing and dispense the need for two-wheeler safety policing. With a two wheeler giant evincing interest in making an OEM integration, the scale and success is expected to come through investments from interested parties. With a lot of enquiries coming in, we will help existing bike owners to have it rigged in their bike so that they can enjoy the coolness and the safety aspect of the technology. We have received more than 150,000 interests and pledges via social media, goes only to prove the success of Project Good Road.

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

The product idea was invented for the purpose of communicating road safety and wearing helmets. Bangalore Traffic Police (BTP) has been doing print and poster ads and this was a breakthrough to the monotony of print ads. Increased visibility for safety messages and also promised adoption of helmets for sure! BTP was so enthused that they had 7 of their own bikes fixed with the innovation with 600 more to be fitted in the near future! With over 150,000 enquiries through social media, the solution is nothing but a success in achieving road safety!