Droom, one of India's online marketplace for used cars, bikes, scooters and bicycles has launched a new ad campaign "evoking the assistance of a higher power" in an effort to bring safety to its roads.
In a recent interview with Indian Times' Brand Equity Sandeep Aggarwal, founder & CEO, Droom said, that the campaign stemmed from the overwhelming death toll of over 57,000 people due to speeding cars, in the last year. So, Droom wanted to do something about it. The company wanted to ask people to slow down in a voice which drivers could not afford to ignore.
Most cars sold in India are pre-fitted with statuettes of gods on dashboards. Droom has equipped these deities with accelerometers, and added pre-recorded voices.
“Whenever the person behind the wheel overspeeds, the 'talking God' warns them saying things like – 'Why are you in such a hurry to meet me child? Drive slow, Drive safe' and then, 'Your soul is permanent, but your body is not. Drive slowly,' and other warning statements, along the same lines,” said Aggarwal.
According to India's Transportation Research and Injury Prevention Programme (TRIPP) over 140,000 people were killed and over 450,000 are injured in road traffic crashes in India in 2014, but it is likely that the numbers are much higher, due to unreported injuries. Data shows that the number of fatalities has increased at about seven per cent a year over the past decade.
Vineet Mahajan, head of art (India), Contract Advertising said that digital brands usually have transactional conversations with their audiences. Mahajan added, “We thought true engagement can come from doing something meaningful... something that is beyond the ambit of just buying and selling cars. Something that is able to make a difference. And our idea comes from that sweet spot between technology and a razor sharp insight on the Indian driver. We thought we could make the Indian driver listen to us. After all, God was on our side!”