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Happy mcgarrybowen crafts Maruti Suzuki’s #PehniKya campaign

09 Jan 2018

Maruti Suzuki raises awareness and promotes usage of seat belt in an emotional ad

Vehicle manufacturer Maruti Suzuki has rolled out a nationwide campaign to raise awareness and promote usage of seat belt among drivers and passengers.

The TV spot, conceptualised by Happy mcgarrybowen, showcases how a kid is constantly trying to stop his father from driving the car by sometimes puncturing the tyres and on another occasion sticking glue on his father's seat. The kid's father gets really annoyed and angry and shouts at him. The kid then tells his father that he is afraid of letting him drive as he doesn't wear his seat belt. The kid's father then promises to always wear a seat belt and so does everyone in the family.

The 360 degree integrated campaign by Maruti Suzuki comprises of print, TVC, radio, digital and on-ground activations.

According to the recent MoRTH (Ministry of Road Transport and Highways) data, not wearing seat belts resulted in 5,638 fatalities during 2016. Some 50% of these fatalities could be prevented through use of seat belts. Seat belts are an important safety device - often ignored by car users in India. A recent study by Maruti Suzuki conducted with Kantar Group (Millward Brown and IMRB) reveals seat belt usage rate as low as 25% in India.

R S Kalsi, senior executive director, Maruti Suzuki, said: “Seat belt is one of the most effective safety equipment in a car. Studies by National Highway Traffic Safety Administration (NHTSA), USA, show that if an occupant is not wearing a seat belt in a vehicle equipped with airbags, the airbags may actually cause more harm in the event of a crash. At the same time, with the new safety regulations, more cars in India will come equipped with airbags. This makes the usage of seat belts even more critical.”

He added: “Our survey shows that seat belt usage in India is as low as 25%. Lack of awareness of seat belt as a safety device, lack of encouragement from family and friends, and weak legal enforcement were among the key reasons for non-usage. Through this campaign, we aim to encourage car occupants to wear their seat belts.”

PM Praveen Das, chief creative officer and managing director said: “Maruti Suzuki has been doing stellar work in the area of road safety. We were very excited to work on their latest campaign on the seat belt initiative. Drawing from research we decided to keep the message simple and thought provoking, thus was born #PehniKya?"

"Another key insight that was validated by research was that people would be far more impacted if the message came from a family member. Hence, the construct of the TVC. The film captures the simple emotion of love of a son for his father.”