Over 61% of bike deaths occur as a result of not wearing helmets. Despite this alarming statistic, many riders ride their bikes like they have nine more heads to spear in case of any injury.
Armed with this insight, we collaborated with Mumbai Police to create a unique Road Safety Awareness Campaign that, well, got a lot of heads turning. Our brand ambassador? India’s most hated man - Ravana. During the Dussehra season in October 2022, we released an ad featuring the ten-headed villain riding a scooter down a lane.
The film’s charm & wit highlighted the importance of riding with a helmet by delivering the message, “You only have one head. Wear a helmet.” It was shared on Mumbai Police’s official handles and appreciated by people across the country. The campaign garnered 33.6M impressions and organic media coverage worth ₹19 million.
But the film went beyond digital impact. As per the Road Safety Report 2022, we saw fatalities due to road accidents drop by 30% as compared to the previous year. We are delighted to be part of a campaign that played a role in spurring positive social change.
Now that’s truly what we call #CreatingASchbang!