Mahanagar Welfare Society Print BAN BLUE LINE by McCann Erickson New Delhi


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Industry Traffic safety
Media Print, Magazine & Newspaper
Market India
Agency McCann Erickson New Delhi
Executive Creative Director Ashish Chakravarty
Creative Director Nitin Pradhan
Art Director Rupesh Sahay, Chetan Malvi, Chetan Kukreti, Rajit Gupta, Vineet Mahajan Ltd., Sushant Singh Bhadoria
Editor Satish Kataria
Released August 2011

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Creative Chief Officer: Prasoon Joshi (McCann Worldgroup India)
Executive Creative Director: Ashish Chakravarty (McCann Worldgroup India)
Creative Director: Vineet Mahajan (McCann Worldgroup India)
Creative Director: Nitin Pradhan (McCann Worldgroup India)
Creative Director: Rupesh Sahay (McCann Worldgroup India)
Art Director: Vineet Mahajan (McCann Worldgroup India)
Art Director: Rajit Gupta (McCann Worldgroup India)
Art Director: Rupesh Sahay (McCann Worldgroup India)
Copy Writer: Ashish Chakravarty (McCann Worldgroup India)
Copy Writer: Nitin Pradhan (McCann Worldgroup India)
Copy Writer: Suman Adhikari (McCann Worldgroup India)
Copy Writer: Akshat Ghildial (McCann Worldgroup India)
Art Director: Chetan Malvi (McCann Worldgroup India)
Art Director: Sushant Bhadoria (McCann Worldgroup India)
Art Director: Chetan Kukreti (McCann Worldgroup India)
Production Assitant: Ankur Mondal (McCann Worldgroup India)
Editor: Satish Kataria (McCann Worldgroup India)
Media placement: Ambiant - 225 Places - Roads - 14 August 2011

Describe the objective of the promotion.
In 2001, the Delhi Transport Corporation allowed privately operated buses on Delhi roads – The Blueline service. With their scant respect for rules of road safety, in just 10 years, these buses were responsible for 40,000 accidents and 1,072 deaths. Our client decided to rouse public opinion against this killer bus service, and take it off the Delhi roads.
People had become inured to these regularly reported accidents. Our strategy was to jolt them out of apathy.

Describe how the promotion developed from concept to implementation.
We pasted Life-size pictures of people killed by the Blueline Buses
with their names and age. These stickers were pasted at the exact spot where they’d
lost their lives.

Unlike statistics in media reports, this was something that no one could ignore.
The pictures came up on roads all over Delhi, reminding people, that they could
be next. These stickers further urged them to end the Blueline menace, and
SMS “BAN” to 4545

Explain why the method of promotion was most relevant to the product or service.

To take Blueline buses off Delhi’s roads, we needed to move people, rather jolt them out of their indifference. And by pasting the victims’ pictures on the spots where they were killed, we turned these spots into a strong and compelling medium. It shook people out of their apathy.

Describe the success of the promotion with both client and consumer including some quantifiable results.
We collected more than three hundred and fifty thousand SMSes. Bloggers
supported the cause.

The campaign caught the attention of the media. Leading national dailies started
columns on Blueline menace on their front pages. Radio and TV were quick to

People joined in protest marches. The torrent of public support galvanized the
government into action.

Finally, on 25th October 2011, an order was passed to phase out the killer Blueline
service within one year. They’re to be replaced by a fleet of new buses operated by
the Delhi Transport Corporation itself.

Delhi roads will be safe, once again.