ICICI Lombard sends a very personal message in anti drink driving campaign by Ogilvy Mumbai

Like elsewhere in the world, drunk driving is not a new problem in India. When ICICI Lombard decided to tackle this problem for their Road Safety Week initiative, Ogilvy Mumbai knew that to make any sort of a difference, they would have to do something extremely relatable.

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Drunk driving accidents claim close to 8 lives every day in India. While people may not know the exact number, they are more than aware about just how dangerous drunk driving could be.

Yet, the superman syndrome runs strong in us. People still believe it wouldn’t happen to them or anyone they know. This was the thought process Ogilvy would have to challenge and change. They realized that perhaps the best way to do this was to bring people who were about to drink and drive face to face with someone who had actually lived through the pain of losing someone to a drunk driving accident, in a setting where they just couldn’t ignore him.

They created #IWillDriveYouHome and featured Mr Hemraj Sharma; one of the most inspirational people the agency had ever met. He lost his son to a drunk driving accident on 4th April, 2016 and has now made helping others avoid the same fate his life’s sole purpose. He was completely on board as soon as he heard the idea and his fervor and courage helped Ogilvy launch an effective campaign. Mr. Hemraj delivered the message to the passengers he drove home and now the agency hopes people will take the idea of #IWillDriveYouHome forward for their friends and family.

Credits –

Brand Planning Team: Prem Narayan, Preeti Shetty