Promoting Seatbelt Use: "AIR HOSTESS" Radio ad by Contract India

Advertising Agency: CONTRACT INDIA, INDIA, Mumbai
Executive Creative Director: Ravi Deshpande
Creative Director: Raj Nair/ Mangesh Rane/ Malobi Dasgupta
Scriptwriter: Aunindo Sen/ Omkar Amrite
Agency Producer: Bijoy Dowerah/ Manoj Pillai
Advertiser's Supervisor: DCP Kadam
Director: ALLEN RAMTEKE
Sound Engineer: ALLEN RAMTEKE


Script in English
FVO1: For safety reasons, we would request you to fasten your seat-belts. Insert the metal buckle into the case until you hear a click.

Tighten the strap by pulling at the loose end. Ensure the strap is affixed securely.

For your safety we recommend that your seatbelt remains fastened until arrival at our destination.

We wish you a pleasant journey.

ANN: Good morning ladies and gentlemen. Each year more than 8,000 people die in road accidents as compared to 200 in air crashes. So why not buckle up in your car like you do in the plane?

This message was brought to you by Mumbai Traffic Police.
Brief Explanation
It was proving to be difficult, to convince people to wear their seatbelts while driving. Hence we decided to air our message on radio as people in their cars would inevitably listen to radio while travelling.

We used the simple insight that people buckle up on the plane when they're told to but feel uncomfortable while doing the same in their cars.