The car company Maruti Suzuki, as part of its latest communication campaign, has decided to change its positive attitude towards road safety. With Dentsu Creative Impact, the brand has created a series of eight films, which are not just educational clips.
The series of commercials coming out on April 8 addresses issues of non-compliance with road safety rules and standards. The central idea behind communication is âIf we know it’s wrong, why do we do it anyway? The films cover topics that are an integral part of everyday life such as giving way to ambulances, saying no to drunk driving, always wearing your seat belt, driving in the lane and avoiding phone calls while driving. . The campaign aims to raise awareness and make them reflect on their apathy.
Commenting on the campaign strategy, Vinay Pant, AVP – Marketing, Maruti Suzuki India, said: âThis is an impactful campaign, rooted in information on the road. Our desired impact would be for people to be made to reflect and reflect on their attitude. The intention is that whenever people break a traffic rule out of apathy, they have to hopefully remember those movies, change their minds and start making the roads safer.
âAs a leader in the Indian automotive industry, Maruti Suzuki has always gone beyond providing mobility solutions to people. We always go the extra mile to ensure the well-being of our society. We believe it is our responsibility to work to make Indian roads safer and our teams are working tirelessly to raise awareness of road safety and traffic rules âadded Mahesh Rajoria, AVP – Driver Training, Maruti Suzuki India.
Watch the movies here:
Elaborating on the execution of the campaign, Amit Wadhwa, Branch Manager and President, Dentsu Creative Impact, said: âFrom the beginning, the intention was to seek out new and unconventional ways of communicating a simple road safety message. . With strong insight, we think we can reach out to those who don’t always break the rules because they want to, but because they’re so used to it now that it’s part of them now. And our honest effort is at least to make them think before we act.
Soumitra Karnik, NCD, Dentsu Creative Impact, added, âWe believe in developing strong campaigns using consumer insights as the basis so that the message reaches the right segment. With the main idea of ââ”If we know it’s wrong, why are we still doing it?” The expectation is to hit the grassroots with each individual.
Customer: Maruti Suzuki
Creative agency: Dentsu Creative Impact, Gurgaon
Head of agency:Amit Wadhwa
National Creative Director: Soumitra Karnik
Creative: Deepak Singh, Sundar Iyer, Smriti Shadra, Vikash Kumar
Account management:Arvinderjit Singh, Asif Shakeel, Raghvendra Singh, Anushka Kapoor, Astha Jain
Account planning: Kartikeya Srivastava
Agency films team: Suprotim Day, Production house Dawa Lama: Code Red Films
Producer: Subrat radius