Ambient
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.
Solution To get motorists to wear their seat belts, we used the help of people who spent a lot of time at traffic signals- hijras. 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.