India’s one of the key players of non-life insurance company in the private sector, HDFC ERGO General Insurance Company, has announced the launch of its “#TakeItEasyonRoads” brand campaign that is focused on creating awareness on the road safety.
HDFC ERGO’s online-only campaign has been envisaged considering the fact that the road safety is the most relevant issue that masses can relate to. Through the campaign, the company also aims to spread the message of Motor Insurance as an ideal shield of protection against the potential liabilities arising out of any mishap while driving.
The campaign will be largely played out on the Social Media (Facebook, Twitter etc.). The target audience of the campaign is going to be drivers of all motorized vehicles including the women and new drivers. The key message of the campaign is to drive safely and responsibly – hence the slogan, “#TakeItEasyonRoads” . To encourage active participation, the company has planned contests for its fans/followers of the campaign on Facebook and Twitter.
Launching the campaign, HDFC ERGO’s executive director Mr. Mukesh Kumar said: ““Being in the business that is related to motor, we are concerned about the potential implications of unsafe driving. Our “#TakeItEasyonRoads” campaign has been calibrated to spread awareness on Road Safety in a creative and witty manner. Our objective is to get maximum brand engagement on the Social Media by making this concept viral and pervasive. As the campaign is not sales-focused and it is purely online, we are envisaging higher acceptance by the masses.”
World over, road accidents are major cause of concern – and more so in India. The statistics on road accidents and mishaps in India are astonishing. It is shocking that more than 10 lakh people have lost their lives to road accidents in the last 10 years India. While India only has about 1% of the world’s automobiles, the country has the dubious distinction of leading the world in road crash fatalities contributing 10% of total global road deaths, according to the statistics compiled by SaveLIFE Foundation¹, a non-governmental organization.
Road accidents have serious financial implications for individuals. The SaveLIFE Foundation statistics estimate the annual loss of 3.3% to the GDP due to road accidents in India. For individuals, the cost of road accidents involves injuries and damages to the driver and third parties (individuals as well as property). Liabilities arising out of accidental deaths caused by your vehicle can be unlimited. What can help in such situation is a Motor Insurance. It is mandatory to have third-party liability insurance for the vehicle of any type – a car, two wheeler or any commercial vehicle, under the Motor Vehicles Act, 1988.
Adds Mr. Kumar “A Motor Insurance offers ideal protection against a potential liability arising out of any mishap taking place while driving. Some drivers consider their good driving skills as an excuse for not bothering about Motor Insurance; but the nature of accidents and mishaps is such that they happen unannounced, to anyone, anywhere. So a Motor Insurance shouldn’t be ignored.”
“With the apt creative and strong message, we expect our customers and fan base on social media, to share and spread the word, giving our campaign extra wings!” says Mr. Kumar.