Sign up for afaqs! Newsletters
Don’t get #CaughtWithoutHelmet urges Suzuki
The brand’s new campaign urges riders to wear a helmet every time while riding and pledge their support in responsible driving
It is better to be safe than sorry might seem a cliched statement but it is one that has a profound meaning to it. We usually have a tendency to skip wearing a helmet when we go out riding a bike. There could be many reasons: it is cumbersome during summers, the distance isn’t much, the roads and other riders are safe, or we do not have a helmet. Whatever be the reason not wearing a helmet is nothing but an excuse with a deadly consequence for many.
Suzuki recently came up with a campaign to encourage people to always wear a helmet while riding a two-wheeler. The campaign, which goes by the name #CaughtWithoutHelmet, rolled out a video highlighting the importance of wearing a helmet in a quirky and fun way. The video starts with the protagonist riding his bike without wearing a helmet. He sees two girls clicking pictures of people who are riding without wearing a helmet and presumably uploading them on social. He quickly stops his bike, wears a helmet, and then continues his journey. He passes by the women who do their usual bit and click his picture, but when they see that he is wearing the helmet, they become impressed with one of them showing him a thumbs up as a sign of appreciation. The ad is quite quirky but the message is pretty simple: wear a helmet always when riding a two-wheeler.
Suzuki is one of the easily recognizable two-wheeler brands in India. With its range of bikes for a large and diverse consumer base, Suzuki remains committed to improving the driving behavior and overall safety of people through its initiatives. Further promoting its campaign, Suzuki extended the campaign on its official website through a microsite. The site asks users to sign the petition and pledge to never ride a two-wheeler without wearing a helmet. More than 3000 riders have already pledged their support with more pouring in.
The campaign follows a unique tone when it comes to spreading the message. It takes situations that one can relate to with day to day life and the measures (here being one, wearing a helmet) can be adopted as easily as riding the bike. Suzuki has always been a strong advocate of road safety and responsible driving. Through the campaign, it strengthens its proposition that it is better to be safe than sorry while also focusing on the idea that wearing a helmet to be safe makes one more respectable among their peers, for taking care of their safety. It certainly is not cool to ride without a helmet. After all, what a shame would it be if you get #CaughtWithoutHelmet.