Maruti Suzuki and Autocar India have partnered to launch the 2016 edition of its 'Young Driver' competition. To mark this, three films conceptualised by The Leap are running on social media.
One of the films opens outside a restaurant. A group of four friends arrive and stop beside the valet. As they stop, a girl spills a drink in hand. The driver signals to one of the people from the valet service to come towards him. The man on the steering wheel and the valet exchange glances. On-lookers are stunned by what's going on. The camera goes on to reveal that even though the man was holding a steering wheel, the group isn't in a car. The man walks towards one of the members of the valet service team and hands over the steering wheel to him. The voice over says 'No safety quotient, no driving', before introducing Maruti Suzuki Autocar Young Drivers 2016.
Two more films follow a similar pattern in the campaign.
RS Kalsi, executive director (marketing and sales), Maruti Suzuki India, said, "As India's leading car maker, it is our responsibility to play a proactive role towards enhancing road safety and creating awareness about high driving standards. The Maruti Suzuki Autocar Young Drivers Contest is one such initiative. Safe driving is a habit that needs to be inculcated in people at a very early age. An annual event in our calendar, it provides a perfect platform for young drivers to improve their driving skills. Because at Maruti Suzuki, we believe that better drivers make better roads."
Hormazd Sorabjee, editor, Autocar India, said, "India has the worst road safety records in the world with the maximum number of road-related deaths. Autocar India believes that the lack of proper driver training and a lax licensing procedure is the root cause for such a high death toll. The Young Drivers programme is aimed at creating a culture of road safety amongst the youth by highlighting the importance of sensible driving skills."
(Disclosure: Autocar India and Campaign India are Haymarket Group publications.)