News

Ford and Indian telecom firm Airtel combine forces for road safety campaign

Ford India and Airtel, India’s second largest telecom firm,  have combined forces to create ‘park your phone’ – a campaign that promotes safe driving behaviour through Diwali, one of India’s biggest festivals.

The campaign addresses ‘distracted driving’ or driving while texting or speaking on the phone.

Two films released so far feature Bollywood actor Kubra Sait advising people to pull over to the side of the road if they need to talk or text, when responding to calls or greetings that reach a peak through the course of the festive season.

 

Research conducted by Ford points to distracted driving being a huge problem in India. A recent survey by Ford revealed that one in every four Indians is on their mobile phone while driving. Speaking about the campaign, Ford India’s vice-president of marketing Rahul Gautam said: “Safety is a top priority at Ford and a reason why we invest in safety features.

“With our partnership with Airtel, we wish to encourage drivers to keep their eyes on the road and hands on the wheel at all times.”

Airtel’s chief brand officer Shashwat Sharma added: “We are proud to partner with Ford to raise awareness about the perils of using mobile phones while driving.

“As responsible corporate citizens, both Airtel and Ford deeply care about the safety of drivers and their loved ones.”

The campaign is part of an integrated communication approach, leveraging paid, owned and earned media.

It  was created by Global Team Blue, a bespoke agency for Ford that was put together by WPP.  Readers will recall that WPP lost a large chunk of the Ford business to BBDO earlier this month.

Credits

Creative head: Sachin Ambekar

Creative director: Nitika Parmar

Producer: Tanya Gupta

Director: Tanvi Gandhi

 

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