Karan Ghosh
Marketing Initiative

Give Your Smartphone a Break While On The Roads, Apollo Tyres initiates #NothingToSeeHere

Most of us have enjoyed the luxury of driving down to our place of work, play, leisure and celebration in our comfortable cars and everyone knows that sometimes, a long, pleasant car ride can be almost therapeutic. But that can only happen as long as this comfortable ride is not your last. Motor safety is perhaps one of the most daunting issues of modern India.

Every year nearly 1.4 million people die while driving because of their over-bearing cell phones. Road traffic fatalities are forecast to rise from the current level of nearly 1.3 million deaths annually to more than 1.9 million deaths per year by 2020. The number one cause of car accidents is not a criminal that drove drunk, sped or ran a red light. Distracted drivers are the top cause of car accidents in India today. A distracted driver is a motorist that diverts his or her attention from the road, usually to talk on a cell phone, send a text message, etc.

While it can’t be denied that technology has made life convenient and comfortable, there are certain aspects of technology that have proved to be fatal for humans in unseen ways. A direct relation between these fatalities and road accidents can be drawn from the use of mobile phones. What was once said to be the ultimate convenience device for us humans has proven to be the cause of some of the most catastrophic road accidents around the world.

Road accidents caused due to simultaneous use of mobile phones have been determined based on the kind of distraction that caused them. These distractions are classified into two categories namely:

A) Physical distraction: Which involves removing one’s hand from the steering wheel to hold and operate the phone,

B) Cognitive distraction: Cognitive (or mental) distraction occurs when tasks are performed concurrently, i.e., when a driver is using a hand-held or hands-free mobile phone while driving.

This information not only reflects on the kind of traffic on Indian roads, but also why it is extremely important to stay alert behind the driving wheel. Stressing on the issue of doing away with mobile phones while driving, Apollo Tyres has come up with a highly thoughtful campaign: #NothingToSeeHere, to promote Road Safety. Apollo Tyres has picked up the issue and created a unique campaign by posting only blank tweets and blank creatives on their feed; an effort to not give content to their followers and keeping them alert on the road. The central idea behind the campaign is to highlight how distracted driving causes some of the most gruesome road accidents.

Join in and support the movement by checking out the blank creative marked #NothingToSeeHere on Apollo’s Instagram handle.