IFFCO Tokio runs ‘Be a road sage’ campaign

The month-long campaign on social media aimed at reducing road rage incidents

by exchange4media Staff
Published - Dec 24, 2018 2:12 PM Updated: Dec 24, 2018 2:12 PM

IFFCO Tokio General Insurance has launched a digital campaign on social media aimed at reducing road rage incidents which are very common on Indian roads. The month-long campaign is called ‘Be a Road Sage’. It involves sharing experiences of key opinion leaders on road rage and how they tackled it.

The campaign action plans comprise one-minute video from famous personalities sharing their experiences on how they handled road rage situation without losing their calm. They also shared their #MuskurateRaho moment, in tune with the tagline of the company.

IFFCO Tokio has also launched its Instagram page with videos of these key opinion leaders, including former Managing Director of Maruti Udyog Jagdish Khattar, actor Aparshakti Khurana, lady super biker Neharika Yadav, rally racer Garima Avtar, Founder & CEO of MotorBeam Digital Faisal Khan, actor and television presenter Yudishtar Urs and CEO, editor & chief photographer for XBHP Sundeep Gajjar.

Talking about the campaign, Anamika Roy Rashtrawar, Director-Marketing at IFFCO Tokio, says, “In a bid to promote conversation on road rage and create awareness about safe driving, the company has created a lot of user generated content.”

Cases of road rage and rash driving are very common across the country. The act of losing control and getting into fight on the road is something almost all of us have experienced.

The company in a statement said, in India, it is very common to spot people pouring out their wrath while driving on roads. According to statistics, almost 33 people out of every 1,00,000 get involved in road rage and rash driving in the country.

The campaign is restricted to the digital medium this time, but going forward, IFFCO Tokio will have ground events as well, the company said.

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