Bajaj Allianz: Safety First

By Satrajit Sen , afaqs!, New Delhi | In Digital | September 23, 2014
The campaign hopes to connect with the audiences at an emotional level, thus spreading awareness about road safety.

Road accidents are pretty common in India and according to WHO estimates, India contributes to 20 per cent of the total fatalities in the world due to road accidents.

According to a WHO report, of the 1.2 million road fatalities all over the world, India contributed to 20 per cent of the cases with 2.4 lakh cases. Moreover, 43 per cent of children between 3 and14 die in road accidents annually.

To spread awareness about safe driving, one of India's leading private insurance companies, Bajaj Allianz, has launched a digital video campaign on YouTube titled - Can You Drive Like Your Dad?

Bajaj Allianz Digital Video campaign

Created by WATConsult, the video hopes to connect with its audiences at an emotional level. The video features two kids praising their fathers in a bid to settle the issue about whose dad drives faster on the road. The claims get more aggressive with every passing moment with one of them saying, "My dad drives the car at 200 km per hour while talking on the phone".

The argument escalates into an actual race between the two on their cycles, eventually ending in a crash. The video ends with the two kids being friends again. Bajaj Allianz's underlying message through this video is simple - today's play-acting could become real tomorrow. Make the roads safer for your children.

The idea aims to engage, and remind people not to break traffic rules and end up endangering lives in the process.

Commenting on the campaign, Aditya Sharma, VP and head, digital marketing, Bajaj Allianz, says "The need of the hour is to create awareness and make people understand that the result of their actions could sometimes lead to someone else dealing with the consequences." The campaign is being promoted online through 'TrueView' ads on YouTube. Published on 11 September, the video has crossed 1 lakh views. The video is also being promoted on the brand's social media channels.

Rajiv Dingra

Commenting on the idea and the execution, Rajiv Dingra, founder and CEO, WATConsult says, "The insight we came up with, was that the parents' habit of driving rashly does affect how children view what is doable on the roads. We feel that the campaign rightly captures this and addresses parents on the issue of road safety."

The company has done similar campaigns in the past. In 2011, it used its Drive Safely campaign to create awareness about safe driving by providing simple tips like using a seat belt, wearing a helmet, and keeping the car in perfect condition. The month-long campaign went underway in Mumbai, Hyderabad, Chennai, Kochi, Bengaluru, Pune, Ahmedabad and New Delhi. Besides, the insurer has been involved in a month-long insurance awareness campaign to counter the abysmally low penetration of insurance in the country.

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