Channel V's safety app 'VithU' has rolled out a campaign to remind motorists of the importance of wearing seat belts.
Created by Ogilvy Mumbai, the film shows how transgenders were engaged to grab the attention of motorists at traffic signals. They were positioned at traffic signals dressed like airline crew, to demonstrate the importance of the seat belt.
The film explains the approach: “We decided to educate reckless motorists who ignored the seat belt safety rule in a way that would create buzz and grab attention. Indian transgenders (known as hijras) are unique - Indians consider them sacred, touched by God; their blessings are regarded as auspicious. In fact, many of them earn their livelihood by exchanging blessings for cash at traffic signals. We chose to use hijras to remind reckless motorists at traffic signals of the basic safety measure they must practice - wear a seat belt. To make the lesson interesting and fun, the hijras were dressed like airline crew and demonstrated the use of the car safety belt as if conducting a flight safety demo before take-off on an aircraft."
Client: Star India (Channel V)
Agency: Ogilvy Mumbai
National creative directors: Abhijit Avasthi, Rajiv Rao
Executive creative director: Zenobia Pithawalla
Associate creative directors: Ryan Mendonca, Vishal Bagade
Art directors: Ritik Sachdev, Nithin Narayan
Copywriter: Francis Thomas