| Activation Campaign |
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| Client | Bangalore Traffic Police | |||
| Brand | Castrol India Pvt. Ltd. | |||
| Agency | Ogilvy & Mather Pvt. Ltd. | |||
| 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.
To make motorbike helmets more appealing to the masses and ensure helmet usage while riding. |
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| Results | Bangalore Traffic Police has 7 of their vehicles rigged with our helmet innovation (They seek to do it for their entire fleet of 600 traffic cop bikes)
A two wheeler giant has shown interest in integrating this into their bikes as OEM. In less than a week, 100,000+ online visitors spoke about, shared, tweeted, posted, pinned, blogged and took the word from the site to the streets. |
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| Solution | We created an innovative hardware which wirelessly tethered the helmet to the bike’s ignition system. Therefore if the rider dint wear a helmet, the bike wouldn’t start! The idea was to make wearing of helmet mandatory at the same time a cool affair (rather than enforcing the idea of wearing helmets) | |||
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