Campaign India Team
Jan 06, 2017

'No safety quotient, no driving' say Maruti and Autocar to push road safety

Watch the ad films conceptualised by The Leap here

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.)
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Kit-Kat takes a picture postcard break
Premium
7 hours ago

Kit-Kat takes a picture postcard break

Watch the digital films here

Premium
Bharat Kapadia joins BrandAd Emedia’s board
Premium
9 hours ago

Bharat Kapadia joins BrandAd Emedia’s board

The company offers brand communication on a pay per delivery model

Premium
Amazon urges women to live their passions with #MomBeAGirlAgain
Premium
10 hours ago

Amazon urges women to live their passions with ...

Watch the ad films conceptualised by WYP here

Premium
Pick of the Week: Nike
Premium
13 hours ago

Pick of the Week: Nike

The film conceptualised by W+K Portland to congratulate Roger Federer stands out