The film achieved 76% seat belt compliance through a fresh emotional and cultural approach.

Pune Police aimed to shift a troubling statistic. Most people were not wearing seat belts despite being aware of the laws and penalties. Studies revealed that 77 percent of Indians still do not wear seat belts, especially in the rear seat.

To tackle this challenge, we chose empathy over enforcement.

We tapped into one of India’s most emotional festivals, Raksha Bandhan, to turn a traffic rule into a cultural reminder. Suraksha Chi Rakhi was not just a film. It became a powerful statement that true protection begins with self-protection.

On Raksha Bandhan, female traffic officers tied specially designed seat belt-inspired rakhis on violators who were not buckled up. What could have been a moment of confrontation became an emotional reflection filled with realisation and smiles.

Through the Suraksha Chi Rakhi film, we reframed safety as a shared value rather than a forced rule.

The outcome spoke volumes. Pune recorded 76 percent seat belt compliance, the highest in Maharashtra. The campaign went viral across news channels and social media, sparking nationwide conversations and generating headlines across the country.

We built cultural capital around civic responsibility and turned love into the most powerful enforcement tool.

If you are a government body, civic organisation, or brand looking to build meaningful community connections, write to us at bd@schbang.com