The Campaign

People are aware of the fact that road safety in India is growing concern but blame the motorists or the administrative bodies. As individuals, we never assume accountability for the same. India has seen many Road Safety Campaigns taken up by different brands. Road Safety communication so far has been serious, morbid and emphasise consequences of bad road behaviour. Road safety campaigns are preachy and negative in tone and manner and these campaigns have now become a blind spot. Hence it was decided to take a distinct and different route. A positive, inclusive and encouraging route that sought to re-enforce good behaviour with appreciation. This led to the Creative Idea of the “Happy Roads” - the insight being, that each and every one of us can play a role to help make our roads safer and happier!

Creative Execution

The Campaign kick-started with the “Happy Roads” Anthem promoting road safety. This was augmented through a ground outreach: Pub Engagement: People were encouraged to book a cab or call a driver instead of driving themselves Police Activation: On ground road safety education drive for commuters Helmet Donation Drive: Helmetless riders were handed branded helmets Human Banner Activity: Road safety messaging along prominent thoroughfares School Activation: Children were educated on the importance of Road Safety! The initiative culminated with Road Safety Awards lauding exemplary road safety work by individuals and groups. Campaign amplification: Television: Happy Roads anthem, Celebrity bytes promoting Road Safety, vignettes of ground activities and an Episode Series showcasing work done by individuals & organizations in Road Safety! Radio: Road Safety Tips and Promotion Print Campaign across dailies Social Media –Anthem promotion, Road Safety posts and real time on ground activation updates, tune-in posts & uploads of the episodes!

The campaign stoked high awareness of the India Road Safety Mission initiative across the target cities. On Ground Engagement: Reached 40,000 people Cumulative Impressions via TV & Social Media: 97.8 million Campaign awareness – 63% Positive Impact on the Brand Image of Maruti Suzuki: 85%* *Source: Drishti Research Findings & BARC TV Ratings

This is a clutter breaking content campaign with a unique creative proposition- Happy Roads. While the campaign was led by TV, it was seamlessly adapted, customised and amplified on ground, radio, print and social media, leveraging each media’s unique strength to deliver great impact for Maruti and deliver on set objectives.

Insights, Strategy and the Idea

Road Safety is a universal concern in India. The campaign was designed to reach out to all stakeholders – Public (Individuals), Organisations and policy makers who can take onus and play a role in addressing this concern. The TV, Print, Social & Digital media reached across age groups showcasing how we can contribute individually. The activation outreach targeted touchpoints like schools, pubs, Indian roads, traffic police force where the scope of influence is the highest. The awards brought individuals, organizations, NGO who are doing exemplary work and policy makers on a single platform to showcase how Indians roads can be safe and happy