The digital video commercial, executed by WATConsult, talks to parents at an emotional level and urges them to make roads safer for their children
BestMediaInfo Bureau | Delhi | September 24, 2014
Bajaj Allianz General Insurance has launched a digital video commercial on YouTube titled âCan you drive like your Dad?â The company roped in WATConsult to execute this campaign which is aimed at connecting with its audiences at an emotional level.
The video starts with two kids emulating their dads, trying to trump each otherâs claims of whose dad drives faster on the road. One boy is seen saying that his father drives at 150 kmph speed, without wearing a seat belt. The claims get more aggressive every passing moment with the other boy saying that his father drives at 200 kmph while talking on the phone. The argument escalates to an actual race between the two on their cycles, eventually ending in a crash. The video ends with the two boys being friends again. Bajaj Allianzâs underlying message through this video is: âA play accident today can be a real one tomorrow. Make the roads safer for your children.â
Aditya Sharma, Vice-President and Head - Digital Marketing, Bajaj Allianz General Insurance, stated, âBajaj Allianz has been involved in various initiatives that promote road safety and has been running the âDrive Safelyâ campaign for over three years. The visible frequency of unfortunate incidents of people getting injured in road accidents has increased tremendously, and the need of the hour is to create awareness and make people understand that the result of their actions could sometimes lead to someone else dealing with the consequences.â
The idea has been conceived and conceptualised by Bajaj Allianz and WATConsult, and puts in focus the fact that people often break traffic rules and end up endangering lives in the process.
Rajiv Dingra, Founder & CEO, WATConsult, said, âThe insight we came up with was very strong. Parentsâ habit of rash driving does affect how children view what is doable on the roads. Everything parents say or do becomes fodder for their childrenâs imagination. We feel the video rightly captures this and addresses parents on the issue of road safety.â
According to a WHO report, out of 1,240,000 road fatalities the world over, India contributed to 20 per cent of the cases. Forty-three per cent of children in the age group of 3-14 years die due to road accidents annually. Bajaj Allianzâs digital video commercial reiterates its communication of ârelationship beyond insuranceâ.
Digital Agency: WATConsult
DOP: Siddharth Vasani
Production House: Elephion
Production Head: Sanket & Jigar
Producer: Sanket Ravani & Jigar Purohit
Production Team: Nishant Shashikumar & Aditya Agnihotri
Director: Udit Jawarani
First AD: Hitesh Jadhwani