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HDFC Ergo urges drivers to take it easy on the roads

The concept for the online-only campaign has been conceived internally, while the mnemonics are crafted by MX Advertising and executed by Isobar, the social media agency on board

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HDFC Ergo urges drivers to take it easy on the roads

HDFC Ergo urges drivers to take it easy on the roads

The concept for the online-only campaign has been conceived internally, while the mnemonics are crafted by MX Advertising and executed by Isobar, the social media agency on board

BestMediaInfo Bureau | Mumbai | September 11, 2015

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HDFC ERGO General Insurance Company has rolled out its '#TakeItEasyonRoads' brand campaign, which focuses on creating awareness on road safety.

Overall, the concept was conceived internally and the mnemonics were crafted by MX Advertising and executed by Isobar, the social media agency on board.

HDFC ERGO's online-only campaign has been envisaged considering the fact that the road safety is the most relevant issue that masses can relate to. Through the campaign, the company also aims to spread the message of motor insurance as an ideal shield of protection against the potential liabilities arising out of any mishap while driving.

The campaign will be largely played out on social media (Facebook, Twitter, etc.), where the company has a strong presence. The key message of the campaign is to drive safely and responsibly – hence the slogan, “#TakeItEasyonRoads” . To encourage active participation, the company has planned contests for its fans/ followers on Facebook and Twitter.

Launching the campaign, HDFC ERGO's Executive Director, Mukesh Kumar, said, “Being in the business that is related to automobiles, we are concerned about the potential implications of unsafe driving. Our “#TakeItEasyonRoads” campaign has been calibrated to spread awareness on road safety in a creative and witty manner. Our objective is to get maximum brand engagement on social media by making this concept viral and pervasive. As the campaign is not sales-focused and it is purely online, we are envisaging higher acceptance by the masses.”

Kumar added, “Motor insurance offers ideal protection against a potential liability arising out of any mishap taking place while driving. Some drivers consider their good driving skills as an excuse for not bothering about motor insurance, but the nature of accidents and mishaps is such that they happen unannounced, to anyone, anywhere. So, motor insurance shouldn't be ignored.”

“With the apt creative and strong message, we expect our customers and fan base on social media to share and spread the word, giving our campaign extra wings,” he further said.

An agency spokesperson added here, “The new brand campaign linked to road safety commenced from September 1. This campaign has been envisaged considering the fact that the road safety is the most pertinent topic and common issue that masses can relate to and shall get pervasive instantly. Also, the campaign has a lurking connection with motor insurance.”

Bindi Thakkar, Vice-President, Marketing & Corporate Communications, HDFC ERGO General Insurance Company, said, “The situation on the roads is alarming and it is time to get responsible and more aware. Our '#TakeItEasyonRoads' campaign has been launched on social media to spread awareness on road safety by making this concept viral, pervasive and envisaging higher acceptance by the masses.”

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Credits:

Client: HDFC ERGO General Insurance Company

Mnemonics: MX Advertising

Execution: Isobar

HDFC ERGO Team: Bindi Thakkar, Shefali Khalsa, Rebecca Pasgon

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