Film: The Seatbelt Crew

Problem
Indian motorists believe they’re invincible. Maybe that’s why so few wear seat belts.

Solution
India’s transgenders or hijras are unique. We consider them sacred, and their
blessings are regarded auspicious. In fact, many hijras make their living exchanging
blessings for cash at traffic signals. 

We got a crew of hijras to remind reckless motorists to wear their seatbelts.Except the hijras did it like how flight attendants would do their flight safety briefings. 

Results
Wherever the activity happened, people snapped on their seatbelts.The shoestring-budget video was shared on social media, reaching several more.

The above campaign was done with Ogilvy, Mumbai.

Creative team : Ritik Sachdev ( Art and Copy ) , Francis Thomas, ( Copy),