Everyone knows the perils of drinking and driving but most often than not, people still end up driving their vehicles when drunk. Maybe it is because alcohol takes away the capacity to think clearly or maybe it is the naïve thinking that “nothing will happen to me” or false bravado that spirits tend to give you. Whatever the reason, drunk driving is an issue and sometimes a little tough love can go a long way in ensuring that you don’t endanger your life or anyone else’s for that matter.
This year’s edition of Ola’s campaign #PeeKeMatChala, launched on Christmas last year, has taken a rather realistic way to drive home the message about the dangers of drinking and driving. As a part of their campaign, Ola played a prank on unsuspecting patrons of a pub in Bangalore. As the patrons walked out of the pub and waited for their vehicles, they were in for a shock. What greeted them, instead of the perfectly good car they had handed over for valet parking, was a damaged version of their car. As patrons started to question and panicked, a traffic cop approaches them, schooling them about the dangers of drunk driving and also revealing the prank to them.
The campaign has been conceptualised by Happy mcgarrybowen.
Speaking about the campaign Mudit Shekhawat, Senior Director, Marketing, Ola, said, “We at Ola, believe that the #PeekeMatChala campaign will discourage drunken driving and will help save countless lives. The objective of the campaign was to drive awareness about the dangers of drunk driving. Unlike most PSAs, we wanted to adopt a slightly more fun approach to drive home the point of don't drink and drive. It makes for very interesting content when people are put in uncomfortable situations and then the tables turn to reveal the message.”
In addition to the prank video, Ola has also worked with All India Bakchod (AIB) to release a quirky video to promote the message of #PeekeMatChala.
This AIB video shows the year 2017 in rewind with the message of #PeekeMatChala.
Commenting on why it was necessary to bring out two videos for the campaign, Shekhawat said, “The days leading up to the New Year are a time for celebration. Unfortunately, this is also the time when we see drunk driving accidents shoot up across the country. At Ola, we are always forthcoming in promoting and encouraging initiatives that have a significant impact on the larger community that we are a part of and we want to convey the message to a wider audience. Driving social behaviour change is hard, it requires the message to be delivered in multiple ways and multiple times. The AIB video delivers the message in its own style, while the prank video does it in a very different manner. Our efforts don't stop at content alone, we have also tied up with local police and government bodies across the country to reiterate the message of responsible drinking. Doing so continuously will hopefully drive change over time and we are committed to exploring as many mediums as we can to deliver this message across.”
Rajesh Mani, ECD, Happy mcgarrybowen, said, "We believe this is a timely message and we want people to have a lovely and safe Xmas and New Year. #Peekematchala is a case in point as to how Ola conveys sombre messages in a very quirky and relatable way. The drunk tweets we did last year set the tone for #peekematchala. And with the latest piece of work, we have managed to raise the bar. This is another great example of Ola-Happy mcgarrybowen partnership. Cheers to that!"
Creative Agency: Happy mcgarrybowen, Bangalore
CEO: Kartik Iyer
COO: Samarjit Choudhry
Executive Creative Director: Rajesh Mani
Creative Director (Copy): Vijay Joy
Creative Controller (Copy): Richa Jain
Creative Controller (Copy): Sharik Syed
Associate Vice-President: Ameya Lokhande
Group Account Manager: Manali Balani
Sr. Account Executive: Agnimita Dey
Production House: One September
Producer: Shruti Naidu
Directors: Sreekanth Dass and Varun Bhonsle