Hyundai India says Happy Mother’s Day with #ToughLove road safety message via Innocean

Mostly, Mother’s Day has been about showering mothers with mushy messages. Hyundai Motor India however has taken different stance this year.

Created by Innocean Worldwide India, this Mother’s Day video launched by Hyundai salutes tough mothers for saying no to underage driving. It shows teenagers expressing their anger towards their mothers. Riding as pillion, sitting in a school bus, local train, these teenagers roll their eyes, pucker their brow and utter harsh words. All these reactions conclude with a mother’s ‘I-know-what-is-best- for-you’ smile.

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India has the highest number of road accidents in the world. Underage driving is one of the biggest causes of road fatalities in India, with the average age of underage drivers at 11 years old.  Even though a lot of lives have been lost, underage teenagers driving bikes and cars in violation of rules and safety norms is a common sight.

“Underage driving is fast becoming a huge cause of concern. It is an elephant in the room that nobody has talked about,” said SM Talha Nazim, Senior ECD, Innocean Worldwide India. “Hyundai being a modern and caring brand addressed this issue by creating a strong content addressing the issue. We all know the angst that teenagers feel when they are stopped from driving. They initially don’t understand the reason for their mother’s tough decision. It is only after they have grown up that they decode #ToughLove.”

“The campaign is directed at both mothers and teenagers. We want to tell mothers that we understand it is tough to say no to children. We want to tell teenagers that their mothers make tough decisions because they love them,” said Talha.

This endeavor is a part of an overall initiative by Hyundai Motor India Limited to inculcate safe driving practices among the current drivers and the future drivers too. ” The idea is to move beyond niceties and address the core behavioural issues upfront and make the brand Hyundai a catalyst for change. We saw a great opportunity to enhance the traction on the occasion of Mother’s Day,” adds Arjun Modayil, Executive Director of Innocean Worldwide India.

Credits

DOP: Eeshit Narain