There’s a 400% higher risk of accidents if you are using a cellphone while driving. In India an astounding 31% of road accidents can be attributed to this dangerous habit. Across the nation, 3,172 of about 147,000 people who died in road accidents in 2017 lost their lives because of using mobile phones while driving and overall mobile phone usage caused 8,526 accidents and left 7,830 people injured, according to the data released by the ministry of road transport and highways. On Road Safety Day, Exide, India’s biggest car battery manufacturer decided to address the issue with a crash course in safe driving. Each and every letter of the English alphabet were re-designed to portray an imagery of a road crash and made into booklets handed out at road signals. SMS expressions were created with these alphabets and put up on Billboards, posters and kiosks at important intersections to drive home the message. Digital posts and a video on the same went viral on social media, resulting in 12,34,976 views and 3,15, 558 likes. The message of not ‘not to text and drive’ took countless drivers home safely.
Integrated advertisement created by WPP, India for Exide, within the categories: Automotive, Public Interest, NGO.
Chief Creative Officer: Senthil Kumar
Executive Creative Director: Arjun Mukherjee
Senior Creative Director: Diptanshu Roy
Creative Director: Anurag Acharya
Creative Supervisor: Sourish Mitra
Senior Art Director: Aneek Ray
Typography: Arjun Mukherjee, Sourish Mitra
Branch Head: Vijay Jacob Parakkal
Client Servicing Director: Tania Sinha
Accounts Director: Sreemoyee Chakraborty, Shuvroneil Mazumdar, Shalini Bardhan