Activation Campaign
Client Channel V/ Star TV
Brand VithU
Agency Ogilvy & Mather Pvt. Ltd.
Brief India’s streets are pretty dangerous. We wanted to get reckless motorists wear their seat belts. People were ignoring advertising telling them to wear seat belts, so we needed to deliver the message in a way they simply couldn’t ignore.
Results Everywhere the Seatbelt Crew went, people snapped on their seat belts.

The video of the activation was uploaded on social media. Within days, it had millions of views and shares online. The buzz spread to mainline media as well, with leading publications, TV channels and radio stations featuring the activity.
Solution To get motorists to wear their seat belts, we used the help of hijras. (Indian transgenders) Hijras are not like their counterparts elsewhere in the world. Indians consider their blessings auspicious. So we got hijras to deliver a seat belt safety briefing to motorists at traffic signals. Except, we got them to do it in the same way flight attendants would deliver a flight safety briefing.