Jsm Corporation Promo, Case study BLIND CAR by McCann Erickson Mumbai


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Industry Traffic safety, Against alcohol
Media Promo & PR, Case study
Market India
Agency McCann Erickson Mumbai
Creative Director Ashish Chakravarty
Producer Ashutosh Joshi
Photographer Pranjal Bordoloi, Chandra Shekhar
Editor Satish Kataria
Released April 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Date of First Appearance: Apr 3 2011
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
Executive Chairman/Chief Executive Officer McCann World Group/Regional Creative Director Asia Pacifi: Prasoon Joshi (McCann Worldgroup)
Creative Director: Ashish Chakravarty (McCann Worldgroup)
Creative Director/Copywriter: Amit Nandwani (McCann Worldgroup)
Creative Director/Art Director: Rohit Devgun (McCann Worldgroup)
Music Composer: Aakash Gupta (Freelancer)
Production Manager: Qutub Sheikh (Freelancer)
Producer: Ashutosh Joshi (Uncommon Sense Communications)
Editor: Satish Kataria (McCann Worldgroup)
Agency Producer: Jeet Kalra (McCann Worldgroup)
Photographer: Chandra Shekhar (Freelancer)
Photographer: Pranjal Bordoloi (McCann Worldgroup)
Account Manager: V. Bhaskar Preenja (McCann Worldgroup)
Creative Coordinator: Meraj Khan (McCann Worldgroup)
Creative Consultant: Dheeraj Ranganathan (McCann Worldgroup)
Director Of Photography: Ali Zaved Rizvi (Freelancer)
Director Of Photography: Ajit Singh Padam (Freelancer)
Media placement: Ambient Stunt - Transit - Car - 03-04-2011

Insights, Strategy & the Idea
New Delhi has witnessed a huge rise in drunk driving accidents in the last few years. In 2010 alone, around 9,000 such accidents took place in the city. Over 2100 of these were fatal.

While people of Delhi recognise the serious threat posed by drunk driving, they often tend to ignore it.

Hard Rock Café felt the only way to check this alarming trend is to convey the dangers of drunk driving in an impactful manner.

The primary target audience was youngsters in the 18-30 age bracket. However, this idea targets anyone who might drink alcohol and drive a vehicle, irrespective of sex or age.

We used the very same medium through which they commit the offence – a moving car, thus ensuring the message registered well with the target audience.

Besides being highly cost-effective, it showcased a unique, innovative medium that itself became the message.

Creative Execution
A car fully covered with a typical car cover was driven across the busiest streets of Delhi for a week. The message “drunk driving is as dangerous” printed on both sides drove the point home quite simply and clearly.
In order to ensure a safe drive, a special one way see-through material – transparent from inside and opaque outside – was used to make the cover.

The car created quite a buzz around the places it was seen. The sight of a covered car being driven across the streets got onlookers talking. This earned the initiative extensive word-of-mouth publicity, making sure the word travelled even to those who didn’t catch a glimpse of the car.

Not only that, the activity received immense media attention and was also supported by organisations like Delhi Police, NGOs and various student bodies.

Results and Effectiveness
The activity was a roaring success and got massive word-of-mouth publicity.

It was widely written about in newspapers, magazines and online blogs. Various organisations like Delhi Police, NGOs and student bodies pledged their support to the cause.

It also generated PR buzz worth Rs. 12 million across print, internet and social media… all within a budget of a few thousand rupees.

The activity served the dual purpose of educating the masses about the dangers of drunk driving and at the same time establishing Hard Rock Cafe as a socially responsible organisation.