Top Story

Home >> Advertising >> Article

Happy mcgarrybowen stresses on road safety with #PehniKya for Maruti Suzuki

06-January-2018
Font Size   16
Happy mcgarrybowen stresses on road safety with #PehniKya for Maruti Suzuki

Maruti Suzuki India, nation’s leading passenger vehicle manufacturer, recently rolled out a nationwide social campaign – #PehniKya? The Company aims to create awareness and promote seat belt use among drivers and passengers.

Road accidents and fatalities are a national concern. According to the recent MoRTH (Ministry of Road Transport and Highways) data, not wearing seat belts resulted in 5,638 fatalities during 2016. Fifty percent of these fatalities could be prevented through use of seat belts. Seat belts are an important safety device - often ignored by car users in India. A recent study by Maruti Suzuki conducted with Kantar Group (Millward Brown and IMRB) reveals seat belt usage rate as low as 25% in India.

#PehniKya conceived by Happy mcgarrybowen, a unit of Dentsu Aegis Network, focuses on driving this behavior change among car users in India. The high impact 360 degree integrated campaign by Maruti Suzuki comprises of Print, TVC, Radio, Digital and on-ground activations.

The emotionally resonant TVC for ‘#PehniKya?’ is centered on a kid trying to stop his father from driving his car, because his father is not in the habit of wearing the seat belt. The TVC is currently being played across major television channels in India spanning the genres of news, movies, etc.

The creative for the print ads issued across major mainlines, financials and regional publications, is simple, fact-based and striking, to create a high impact on the readers. The evocative radio spots are designed to break myths around the usage of seat belts and highlight the importance of the seat belt as a safety device.

Talking about the campaign, R S Kalsi, Senior Executive Director, Maruti Suzuki said, “Seat belt is one of the most effective safety equipment in a car. Studies by National Highway Traffic Safety Administration (NHTSA), USA, show that if an occupant is not wearing a seat belt in a vehicle equipped with airbags, the airbags may actually cause more harm in the event of a crash. At the same time, with the new safety regulations, more cars in India will come equipped with airbags. This makes the usage of seat belts even more critical.”

He added, “Our survey shows that seat belt usage in India is as low as 25%. Lack of awareness of seat belt as a safety device, lack of encouragement from family and friends, and weak legal enforcement were among the key reasons for non-usage. Through this campaign, we aim to encourage car occupants to wear their seat belts.”

PM Praveen Das, Chief Creative Officer and MD said, “Maruti Suzuki has been doing stellar work in the area of road safety. We were very excited to work on their latest campaign on the seat belt initiative. Drawing from research we decided to keep the message simple and thought provoking, thus was born #PehniKya? Another key insight that was validated by research was that people would be far more impacted if the message came from a family member. Hence, the construct of the TVC. The film captures the simple emotion of love of a son for his father.”

Tags Happy mcgarrybowen Maruti Suzuki India

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Abraham Thomas, CEO of Radio City, and L V Krishnan, CEO, TAM Media Research, talk to exchange4media about a recent Nielsen report on radio

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.

Sanjay Goyal talks to exchange4media about the fast changing norms at companies, the current employment scenario and what would a workplace be like by 2025.