Hyundai lauds the ones who obey traffic rules in #BeTheBetterGuy campaign via Innocean India

Screen Shot 2017-12-01 at 10.05.36 am.jpgIt isn't safe on the roads. In the year 2016 alone, 150,785 people have died in road accidents. It makes around 413 people every day or four people every minute.

As a leading automaker, Hyundai has always advocated for road safety. #BeTheBetterGuy conceptualized by Innocean Worldwide India, is their initiative that gives out the brand's message about traffic etiquette. None other than Shah Rukh Khan, Hyundai's corporate brand ambassador is at the helm of the campaign which enters its second year running.

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Screen Shot 2017-12-01 at 10.05.47 am.jpgThe latest campaign talks about the most inadvertently flouted traffic rules that have proven to lead to fatal mishaps. These include, Drinking and driving, Using mobiles while driving, Over speeding, Violation of traffic signal and the menace of Underage driving.   

The client brief was to set in motion an attitudinal shift among drivers.

S M Talha Sr. ECD, Innocean Worldwide, says, "This campaign, from team Innocean on road safety for Hyundai Motor India, is done with a difference. It moves beyond homilies and self-promotion. It tugs your heart using relatable human stories that are real and persuasive. And we use these stories to take create engaging and appreciative environment for exemplary drivers to keep following the safe driving practices."

Madhavi Karunakaram Guha, senior GM, account planning, Innocean Worldwide, says, "It is important to portray life situations that the viewers can relate with. In today's age recognition of a deed well done is of utmost importance for people to feel motivated.

Sr. creative director - Saminder Ghai adds, "#BeTheBetterGuy is unique to Hyundai. Instead of painting a gory picture or pointing an accusatory finger at erring drivers we wanted to laud those who do follow traffic rules. They're the ones who set the examples for others to follow. They make roads safer for all of us. They are the better guys and we need more such people at the wheel". Our young talent Aman, who has written the script has done a great job of presenting slice of life situations while giving a strong message.
 
The TVC is directed by Surjo Deb of Ubik Films. Each situation highlights specific risk elements from a road safety point of view and how our unsung heroes keep doing the right thing. 

There is this teenage boy's father who doesn't let his under-age son to drive and loses his 'cool dad' image. A smart young man who does not drink at the party as he has to drop is girlfriend and ends up being ridiculed by his mates. A husband who does not cross the speed limit yet bears the brunt of his angry wife. A working girl who does not pick up her boss's call as she is driving. And a young man who does not jump the yellow light but ends up being shouted at by a man in tearing hurry.

Client: Hyundai Motor India
Sr. General Manager & Group Head Marketing: PuneetAnand
Head Marketing PR - Ravi Sharma
Senior Manager Marketing PR - V. Anand
Agency: Innocean Worldwide India
Sr. ECD: S M Talha Nazim
Writers: Saminder Ghai and Aman Aggarwal
Executive Director: Arjun Modayil
General Manager: Anushina Rajesh
Group Account Director: Neetu Gour
Digital: Abhishek Chhabra, Devashree Sinha
Production House - Ubik Films Ltd.
Director: Surjo Deb
DOP: Tapan Basu
Producers: Sonu & Saikat

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