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Bajaj Allianz: Making the road a safer place

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-TVC Click on the image to watch the TVC.

Bajaj Allianz General Insurance has launched a digital video commercial on YouTube titled ‘Can you drive like your Dad?’ 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 other’s 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 Allianz’s underlying message through this video is: ‘A play accident today can be a real one tomorrow. Make the roads safer for your children.’

Aditya Sharma, Vice-President and Head - Digital Marketing, Bajaj Allianz General Insurance, stated, “Bajaj Allianz has been involved in various initiatives that promote road safety and has been running the ‘Drive Safely’ 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.”

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 Rajiv Dingra

Rajiv Dingra, Founder & CEO, WATConsult, said, “The insight we came up with was very strong. Parents’ habit of rash driving does affect how children view what is doable on the roads. Everything parents say or do becomes fodder for their children’s imagination. We feel the video rightly captures this and addresses parents on the issue of road safety.”

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 Allianz’s digital video commercial reiterates its communication of ‘relationship beyond insurance’.

The TVC:

[youtube]https://www.youtube.com/watch?v=G2On4u9LCDA[/youtube]

Credits:

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

Info@BestMediaInfo.com

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