The seatbelt crew targets reckless motorists in a public service initiative by Ogilvy Mumbai
Channel V’s VithU app is all about safety so Ogilvy Mumbai decided to educate reckless motorists who ignored the seat belt safety rule in a way that would create buzz and grab attention.
Indian transgenders (known as hijras) are unique – Indians consider them sacred, touched by God; their blessings are regarded as auspicious. In fact, many of them earn their livelihood by exchanging blessings for cash at traffic signals.
Ogilvy Mumbai enlisted hijras to remind reckless motorists at traffic signals of the basic safety measure they must practice – wear a seat belt. To make the lesson interesting and fun, the hijras were dressed like airline crew and demonstrated the use of the car safety belt as if conducting a flight safety demo before take-off on an aircraft.
Credits – National Creative Directors: Abhijit Avasthi, Rajiv Rao, Executive Creative Director: Zenobia Pithawalla, Associate Creative Directors: Ryan Mendonca, Vishal Bagade. Art Directors: Ritik Sachdev, Nithin Narayan. Copywriter: Francis Thomas.