On a social mission: 9XM urges people to drive safely

After a significant gap 9XM has embarked on a mass scale social campaign. This one concerns Safe Driving and has been launched in Mumbai. The music channel is using its popular animated characters Bade & Chote as well as multiple media platforms to ask people not to drink and drive and to not use their mobile phones while driving.

e4m by Shanta Saikia
Published: Sep 8, 2011 10:34 AM  | 3 min read
On a social mission: 9XM urges people to drive safely

Road accidents claim several lives every year and leave many maimed for life. With India having one of the worst road traffic accident rates worldwide, it has become a cause for major concern. Two of the major causes of road accidents in India are drunken driving and the use of mobile phone while driving.

And this has prompted 9XM channel to address these two issues in its Safe Driving campaign. After a significant gap 9XM has embarked on this mass scale social campaign, which commenced in a phased manner in Mumbai from August 28, 2011 and is now being promoted across all media. The Safe Driving campaign would be later taken across Delhi, Bangalore and other key metros as well.

In an email interaction with exchange4media, Amar Tidke, Head of Programming, 9XM, said, “This is the first social campaign from 9XM, with many more planned for the future.” Elaborating on the campaign, he said, “9XM’s super cool dudes - Bade & Chote, who are extremely popular among all age groups, will start their very own ‘Safe driving initiative’ on 9XM, and through various outdoor platforms in and around Mumbai. Bade & Chote host the popular short animated show called ‘Bakwaas Band Kar’ (BBK) on 9XM. BBK will be effectively used to create awareness about the Safe Driving campaign. The campaign will be a month-long initiative and may be extended further based on viewers’ response.”

At present, the use of outdoor medium is currently restricted only to Mumbai. However, it is running on 9XM and across various digital platforms. Besides the outdoor hoardings, the Safe Driving messages are being communicated through various platforms like bus backs across Mumbai, on air promos on 9XM and the digital space.

Origin Bean Stalk Creative Consultants has done the creatives, while Bright is the outdoor partner on this campaign.

When asked about the total spends on the campaign, Tidke replied, “The campaign is about saving lives and not about spends.”

He further said, “9XM enjoys a large digital footprint of over 5 lakh users. We have designed a special page on our website (http://www.9xm.in/safeDriveContest.aspx). There are also regular updates on the 9XM fan page on Facebook and on Twitter. We are also promoting the campaign on Google Partner sites.”

This is not the first time that such a campaign on Safe Driving is being undertaken. When asked how different 9XM’s campaign was from the others, Tidke said, “We are confident that the popularity of 9XM characters will help in creating a major impact across all age groups and especially among the 18-34 age group. In addition to the extensive promotion, we are also urging all viewers to take a pledge on driving responsibly.”

“Also, 9XM continues to be the leading music channel in India and its week-on-week robust performance will help spread the message of Safe Driving across the length and breadth of India,” he added.

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