#SayYesToHelmets campaign takes the smart route to engage with digital natives
Bajaj Allianz General Insurance has launched a digital film #SayYesToHelmets that puts across the message of helmet safety in a deceptively familiar way. The film begins with a character who could pass off as an influencer speaking about different ways to use a helmet. He is cut short in his endeavor by the police after which the campaign leaves us with its message.
Till date the campaign has received almost 2 million impressions on YouTube and 17K impressions on Facebook. Many who have watched the video have commended it for subverting their expectations. Discussion around drab topics like helmet safety often take a preachy tone on the issue. Bajaj Allianz manages to convey the point with subtlety and a bit of fun.
The digital film was conceptualized and executed by WATConsult.
The idea came inline when Pune Traffic Police, W.E.F 1st January 2019 onwards, made wearing helmets mandatory for all the riders in Pune.
Sahil Siddiqui, AVP - Creative Strategy, WATConsult said, “The creative was focused on proving the obvious value that helmets represent. It was a statement against the necessity of having to 'sell the concept' of adopting helmets to an unwilling audience. The message drove the creative choices. Consumer today care only for what leaves impact - ad, content or otherwise. We work with the belief that any brand association will benefit only if the communication is impactful, irrespective of length.”
He added, “Engagement is driven by the content of the ad as much as repetition from distribution. When both work in tandem, engagement rate is the first big success metric that is effectively achieved. It was originally conceptualised as a high impact one-off. It can be turned into a series if the hype of the original response continues.”
Creative Team: Sahil Siddiqui, Sarthak Ghose, Niraj Jain, Lionel Quinny (They came up with Helmet Popcorn Maker)
CS Team: Manika Juneja, Daniel David, Trishaela Nair, Varun Iyer and Vraajesh Kurup
Video Team: Denston Lewis,Omkar Divekar, Huzaifa Ali, Zeon Fernandes
Bhavesh Dhanvani, Roushan Kumar,
Prathamesh Patil Esther, Shreyan
Design: Ameya Salvi