Hero Motocorp has rolled out three films on digital media as part of its #RideSafeIndia CSR initiative. The films have been conceptualised by Rediffusion Y&R's CSR advisory and services division Rediffusion Sunshine.
One of the films features a young boy and girl dressed like adults and running through the streets. The boy, with an office bag, has a toy in hand in place of a steering wheel. The girl holds on to his shoulder, acting as if the duo are on a bike. They ask onlookers to join in while running before they fall abruptly on a carpet laid out. The boy stays motionless on the ground, while the girl looks on. A crowd gathers to see what has happened. Two other boys join in and here start an impromptu street play. One of them points out that the crowd gathered is looking for tamaasha (entertainment) as there's action, drama and emotion in this story (the accident). He goes on to deliver the message: when there's an accident, don't gather there for the entertainment, call for an ambulance instead to help the victim. The gathered crowd applauds the act while the film ends with this super from Ride Safe India: 'Don't be a bystander. Help accident victims'.
Another film narrates a story through the eyes of a fly. The fly says that as a young man in its previous birth, he always looked for danger, and that's why he wouldn't ride a bike but 'fly' it. He died while riding a bike because he wasn't wearing a helmet. As the fly moves around the house, it's attacked by everyone, and that makes the fly feel like living on the edge, just like the young man did in the past life. The film ends with a super that says 'Don't bank on the after life. Always wear a helmet while riding.'
The other film follows a similar pattern, this time through the eyes of a snail. The snail in its previous life as a human hated waiting for anything, it reveals, and green or red lights on a signal didn't matter to him. So, one day as he ran across the road, a car ran over him, and ended his life. Now, he's back as a snail, and waiting to cross the road for the last three hours.
According to the agency, a few more films will be added to this campaign that went on air on on 11 January 2016.