Mumbai Traffic Police (MTP) has come up with a new campaign on ‘Don’t Drink & Drive’, urging people to be a responsible friend after they drink. The campaign ‘Guilt’is created by FCB Ulka. It revolves around the fact that people forget to act responsibly, letting their friends drive after drinking – the consequence of which can be fatal.
The film captures the guilt of a boss, who drinks with his colleagues, one casual evening. The fact that he didn’t stop one of his colleagues from drunk-driving, which leads to his death, makes him guilt-ridden. The film also portrays the irreversibility of the consequences a mistake like this can have.
Commenting on the campaign, Joint Commissioner of Police, Mumbai Traffic Police said “We never want anyone to drink and drive, however if you are drinking while partying with friends, always be responsible, call a cab after the party. Do not allow anyone to drive in a drunken state. The film does a great job in communicating this.”
Swati Bhattacharya, Chief Creative Officer, FCB Ulka said, “This is a film that's as much about responsible friendship as it’s about drinking and driving. The irony that so many of these deaths happen on days of celebration makes it even more poignant. Every time we hear someone say 'have one for the road'...We need to remember this ad.”
Vinci Raj, Sr. Creative Director, FCB Ulka said, “Most of the road accidents also happen because people forget that drunk-driving can kill. It can be very traumatizing too to take the guilt of letting someone drive drunk. What triggered this campaign was the death of a dear friend on road.”
The campaign is aimed towards making people aware of the fact that just by being a responsible friend, things can end differently.
You can watch the campaign here:
Agency: FCB Ulka Advertising
Chief Creative officer: Swati Bhattacharya
Sr.Creative Director: Vinci Raj
Client Servicing: Amit Raina
Director: Vinci Raj and Mridul Nair
Producer: Mridul Nair, Trends ad films, Bangalore
DOP: Manoj Kumar Khatoi
Editor: Babu Rathnam
Music Director: RanjithMeleppat