Ceat rolled out the latest instalment of its 'Drive Safe Dad' campaign during the World Road Safety Week which was held in January this year. At the core of the campaign which has been conceptualised by Ogilvy & Mather was an activation at a school in Mumbai.
Ceat's focus was to discourage dads from over-speeding. The crux of this concept was from the insight that parents tend to take road safety more seriously, when they hear it directly from their kids. So, fathers received a personalised bobble-head which is connected to the odometer of the car. On over speeding, the bobble head plays a recorded personalised message from their sons or daughters asking them to slow down.
Nitish Bajaj, vice president - marketing, Ceat, said, “The campaign taps into the love and bond shared between a father and his child, encouraging them to be more responsible on the road and follow the rules, more diligently. Drive Safe Dad is a unique concept that merges with our purpose of safety seamlessly and we intend to take more such road safety initiatives in future.”
Kiran Anthony, executive creative director, Ogilvy & Mather, said, “Ceat Drive Safe Dad bobble-head is the latest initiative in Ceat’s long standing commitment to fostering safety on Indian roads. Using a personalised reminder modelled on one’s child helped drive behaviour change in an effective and endearing manner, without sounding preachy.”
According to a statement from Ceat, it hopes to expand the program to various schools in Mumbai and other cities across India.