Raising public awareness on Road Safety Measures with Mumbai City’s Police Department

Over 61% of bike deaths occur as a result of not wearing helmets. Despite this alarming statistic, many riders ride their bikes like they have nine more heads to spear in case of any injury. 

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Armed with this insight, we collaborated with Mumbai Police to create a unique Road Safety Awareness Campaign that, well, got a lot of heads turning. Our brand ambassador? India’s most hated man - Ravana. During the Dussehra season in October 2022, we released an ad featuring the ten-headed villain riding a scooter down a lane. 

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The film’s charm & wit highlighted the importance of riding with a helmet by delivering the message, “You only have one head. Wear a helmet.” It was shared on Mumbai Police’s official handles and appreciated by people across the country. The campaign garnered 33.6M impressions and organic media coverage worth ₹19 million. 

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But the film went beyond digital impact. As per the Road Safety Report 2022, we saw fatalities due to road accidents drop by 30% as compared to the previous year. We are delighted to be part of a campaign that played a role in spurring positive social change. 

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Now that’s truly what we call #CreatingASchbang!