With the world's highest deaths due to accidents, we really need to take the cause up on a war footing. And who better to benefit from it but an insurance brand?

1. Innovating for growth
Friday 4 July 2014

2. INDIA HAS THE
WORST ROAD
TRAFFIC ACCIDENT
RATE WORLDWIDE
> 37.5% OF WORLD’S ROAD DEATHS
> 1,35,000 DEATHS ANNUALLY
> 360 DEATHS PER DAY
> 15 (APPROX.) DEATHS PER HOUR
Courtesy: WHO (World Health Organization) + NCRB (National Crime Records Bureau)
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

3. ANNUAL
MONETARY LOSS
$20 billion
(INR 1 lakh crore).
(2012, IFR (International Road federation) This figure includes expenses
associated with the accident victim, property damage and administration
expenses.) 30% DEATHS CAUSED BY
TRAFFIC ACCIDENTS
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

4. 80% DEATHS CAUSED BY
PUBLIC TRANSPORT
KEY REASONS
- DRUNKEN DRIVING
> CAUSES 95% DEATHS BY TRUCK DRIVERS
> CAUSES 99% OF CITY ACCIDENT DEATHS
- INEFFICIENT LAW ENFORCEMENT
> LACK OF ROAD SAFETY TRAINING
> LACK OF REGULAR TESTS
- INCREASED MOBILITY
> CAR BOOM IN INDIA
> INCREASED INFRASTRUCTURE
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

5. KEY DRIVERS
FOR ACCIDENTS
-95% DEATHS ARE CAUSED BY
TRUCK DRIVERS
-99% ACCIDENTS ARE DUE TO
OVER-SPEEDING
-99% URBAN ACCIDENTS ARE DUE
TO DRUNKEN DRIVING
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

6. NEED GAP
-TRUCK DRIVERS - NEED FOR
EFFICIENT ENFORCEMENT, RE-
EDUCATION, AND HARSH PENALTIES
FOR ERRANT OWNERS
-OVER-SPEEDING - NEED FOR
EFFICIENT ENFORCEMENT, HARSH
PENALTIES FOR DRIVERS AND
PASSENGERS
-DRUNKEN DRIVING - NEED TO TURN
DRUNKEN DRIVING A SHAMEFUL
OFFENSEAND THEN
~ Innovating for growth ~
Friday 4 July 2014

7. -SAFETY MESSAGES ARE
INSTRUCTIONAL, AND DON’T MAKE
AUDIENCES RE-THINK THE
CONSEQUENCES OF THEIR ACTIONS
IN AN ENGAGING MANNER
AND THEN
~ Innovating for growth ~
BEHAVIORAL
AND SIGHT
Friday 4 July 2014

8. ROAD SAFETY
CAMPAIGN TARGET
AUDIENCE
AUDIENCE NEED
STUDENTS (NON-DRIVERS) EDUCATION
STUDENTS (TRAINING-DRIVERS) EDUCATION, TESTING
OWNER DRIVERS RE-TRAINING, TESTING
HIRED DRIVERS OF PRIVATE VEHICLES RE-TRAINING, TESTING
HIRED DRIVERS OF TRANSPORT
VEHICLES
RE-TRAINING, TESTING
HIRED DRIVERS OF PUBLIC
TRANSPORT VEHICLES
RE-TRAINING, TESTING
ACCIDENT VICTIMS
QUICK LOCATION BASED ACCESS TO
TRAUMA CARE IN GOLDEN HOUR
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

9. PASSENGERS
DRIVERS/
RIDERS
VEHICLE
OWNERS
ENGAGEMENT,
EDUCATION,
ENFORCERS
INVOLVEMENT,
RE-TRAINING,
ACCOUNTABLE
ENGAGEMENT,
EDUCATION,
ENFORCERS
INFLUENCER
MAPPING
Friday 4 July 2014

10. ROAD ACCESS
PROCESS MAPPING
FOR INTERVENTION
PLANNING
User Journey Brand Intervention
PRE DRIVINGPRE DRIVING
At home Education via engagement
Driving schools Technology innovation
RTOs Technology innovation
DRIVINGDRIVING
Traveller starts engine Reminder communication
Traveller on road Reminder communication
POST ACCIDENTPOST ACCIDENT
Traveller meets with accident Service innovation
Injured traveller en-route to hospital Service innovation
Injured traveller calls insurance co. Service innovation
Insurance co. settles claim CommunicationAND THEN
~ Innovating for growth ~
Friday 4 July 2014

11. CONSUMER
AND SIGHT
AND THEN
~ Innovating for growth ~
CO-CREATING ENGAGING
COMMUNICATION WITH DRIVERS
AND PASSENGERS WILL LEAD TO
SELF REALIZATION OF THE
CONSEQUENCES WITH A LONG TERM
EFFECT
Friday 4 July 2014

12. THE CAMPAIGN
STRATEGY
AND THEN
~ Innovating for growth ~
Co-create.
Make road
safety a
collective
responsibility for
whole families.
Friday 4 July 2014

13. THE AND THEN
APPROACH
Friday 4 July 2014

14. How
Who
What
Earned media:
Brand platform,
Service
Innovations, Brand
Initiatives
Owned media:
Retail points,
Corporate office
external facade,
content,
collaterals
Paid media:
Advertising (TV,
OOH, Radio, print
etc.), search,
digital, mobile,
PR, new media
OPPORTUNITY:
Thought leadership,
via
pre-emptive dialogue
and actions to
influence the
influencers
STRATEGY:
Share, show
convince, consumers
the impact of
collective thinking
TACTICS:
Provide immediate
information and
access to relief, for
accident victims and
family
PASSENGERS
DRIVERS/
RIDERS
VEHICLE
OWNERS
Friday 4 July 2014

15. PHASE 1
Paid media:
Advertising (TV, OOH,
Radio, print etc.), search,
digital, mobile, PR, new
media
Owned media: Retail
points, Corporate office
external facade, content,
collaterals
TARGET AUDIENCE
PASSENGERS
DRIVERS/ RIDERS
VEHICLE OWNERS
Friday 4 July 2014

16. AND THEN
~ Innovating for growth ~
Friday 4 July 2014

17. Outdoor hoarding
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

18. Print ad/ poster
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

19. Facebook page
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

20. Twitter page
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

21. BRAND
LED
INNOVATION
IN
COMMUNICATION
Friday 4 July 2014

22. HOW IT WORKS?
DONATE WORDS
save lives!
CLICK HERE
ALL MESSAGES COME TO
A COMMON WEB PLATFORM
Interactive web banner
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

23. rejected
messages
Inappropriate messages
are barred
NETWORK OPERATING CENTRE
for fan message approval
Aggregated content goes to
Network Operating Centre
for approval
Approved
messages
ALL MESSAGES COME TO
A COMMON PLATFORM
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

24. SELECTED
MESSAGES GET
BEAMED ONTO
TRADITIONAL AND
NEW MEDIAS
MOBILE, ONLINE, SOCIAL
MEDIA
TRAFFIC LEDs
ICONIC PROJECTIONS
TV BROADCAST
PROJECTIONS
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

25. BRAND
LED
INNOVATION
IN
AUDIENCE
ENGAGEMENT
Friday 4 July 2014

26. PHASE 2
Earned media:
Brand platform, Service
Innovations, Brand Initiatives
TARGET AUDIENCE
PASSENGERS
DRIVERS/ RIDERS
VEHICLE OWNERS
Friday 4 July 2014

27. A ANIMATION FILM
COMPETITION FOR
SPREADING ROAD
SAFETY AWARENESS
A platform for engaging creative industry in
advertising, design, and films and creative
students. To create motion content.
Winning entry will be played on TV, and via
ooh networks.
Shortlists will be seeded online.
Friday 4 July 2014

28. CREATE A “ROAD
GUARDIAN”
REPORTER
PROGRAMME
Any one can send in photos/ video of anyone
committing a traffic offense.
We forward these photos/ video as proof
with vehicle number to RTO/ traffic police.
And follow up with the police on fines, all
fines thus collected, should be used to
provide a minimum Rs.1lakh cover/ victim
to hit and run cases against BPL families.
Friday 4 July 2014

29. A DIGITAL + MOBILE
GAME FOR
SPREADING ROAD
SAFETY AWARENESS
An online and on-mobile game for learning,
testing and refreshing road rules knowledge by
playing.
Winners become ambassadors and win awards in
their community eg. truckers, schools, colleges
and get brag rights. They also get extra points for
getting more players.
This game can be used to teach and test public
transport drivers and car owners personal drivers
too.
Friday 4 July 2014

30. C0-BRAND A TAXI/
DRIVER SERVICE
FOR DRUNK
DRIVERS
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

31. MAKE DRUNKEN
DRIVING A
SHAMEFUL OFFENSE
Take the coolness out of drunken driving.
Publish faces of offenders in key OOH
locations, facebook, and print media in
every target city.
Tie-up with local police and press.
Friday 4 July 2014

32. ENCOURAGE HELMET
WEARING BY MAKING
HELMETS COOL
Create a helmet design competition online
Produce and sell helmets in collaboration
from all retail POS outlets.
Friday 4 July 2014

33. CREATE A POST
ACCIDENT DIRECT
COMMUNICATION
CAMPAIGN FOR
CUSTOMERS
Friday 4 July 2014

34. BRAND
LED
INNOVATION
IN
SERVICE DESIGN
Friday 4 July 2014

35. CREATE A TRAUMA
AND ACCIDENT
TRAINING
CERTIFICATE
Create a brand extension and offer distance
training via interactive screens in schools and
colleges.
Qualified participants get theory tests.
Final grade applicants give physical exams and
tests.
And get certificates later on. Slowly lobby to make
this mandatory in educational and professional
complexes.
Friday 4 July 2014

36. ‘50505’ CITIZEN SOS
SERVICE
1 NUMBER FOR
ACCIDENT RELIEF ALL
INDIA
Create a location based platform of -
doctors, ambulance services, nurses, and
certified trauma and accident relief
volunteers.
When any person in a road accident SMSes
the number.
The servers locate the nearest doctor,
ambulance or certified trauma and accident
relief volunteer. So help can reach fastest.
Friday 4 July 2014

37. CREATE RATINGS
AND ANNUAL TESTS
FOR DRIVING
SCHOOLS, AND
INSTRUCTORS
Friday 4 July 2014

38. ENABLE FIRE-
BRIGADE
DEPARTMENT WITH
TECHNOLOGY
Create a multi city project.
Where traffic signals can be
controlled to create a smooth
and traffic free path for
ambulances and fire
brigades.
Friday 4 July 2014

39. CREAT A CSR/ PPP
PROGRAMME, TO
INSTALL AUTOMATIC
SPEED GUN CAMERAS
90% ACCIDENTS CAN BE AVOIDED BY
JUST SPEED CONTROL
Friday 4 July 2014

40. INITIATE CREATION
OF A UNIFIED
INDIAN ROAD
SIGNAGE SYSTEM
COLLABORATE WITH MINISTRY OF
ROAD AND TRANSPORT, MUNICIPAL
BODIES, AND POLICE
COMMISSIONERS, PSYCHOLOGISTS,
BEHAVIORAL SCIENTISTS AND
DESIGNERS
Friday 4 July 2014

41. CREATE A ‘ROAD
SAFETY RIGHTS’
ORGANIZATION,
WHOSE
VOLUNTEERS
CONDUCTS RANDOM
TESTS OF PUBLIC
TRANSPORT
DRIVERS
AND THEN
~ Innovating for growth ~
Friday 4 July 2014

42. CREATE A DRIVING
SCHOOL FOR
PUBLIC TRANSPORT
DRIVERS
Friday 4 July 2014

43. BRAND
LED
INNOVATION
IN
PRODUCT DESIGN
Friday 4 July 2014

44. CREATE A DEVICE
WHICH SHOWS
OUTSIDE THE CAR
IF THE PERSON IS
NOT WEARING A
SEAT BELT OR IS
DRUNK
Friday 4 July 2014

45. CREATE AN ICON
FOR NO-DRUNKEN
DRIVING IN ALL
VEHICLES
Friday 4 July 2014

46. Innovating for growth
Friday 4 July 2014