Given the growing rate of road accidents, resulting mostly from a deadly mix of alcohol and overspeeding, Ogilvy Activation, the OOH arm of O&M, had recently undertaken an innovative campaign in Mumbai in association with Hindustan Times and Brihanmumbai Municipal Corporation (BMC) to create awareness about the dangers of drinking and driving.
Nabendu Bhattacharyya, President, Ogilvy Activation, India, said, “We had initiated this campaign around New Year’s eve and we plan to do it around all the major festivals of India. Taking this initiative further, the Ogilvy Landscapes Team and Hindustan Times thought of an innovative solution to help the traffic police bring down the number of road accidents plaguing Mumbai. This idea was presented to Mumbai’s Traffic Commissioner, who was quite enthusiastic about it.”
He added, “As part of the initiative, custom-made mannequins were dressed up to look like real traffic policemen and placed at key traffic junctions around Mumbai like Marine Drive, Haji Ali and Juhu. From a distance they looked like real traffic cops, hence drivers would automatically slow down. But as they approached the ‘cop’, they realised that it was just a mannequin. But they got a valuable message to carry home ‘Traffic rules are for your safety. Obey them even in the absence of the law’.”
According to statistics, 75 per cent of road accidents happened late at night. It is a common habit to drive recklessly and take advantage of the absence of traffic police at night. It has become quite normal nowadays to hear about such accidents that leave several dead or maimed for life. Moreover, accidents tend to go up significantly during festival time as people indulge in uncontrolled revelry and tend to drive recklessly after a drinking session.