The cookies had disjointed body parts to depict the damage that reckless driving while using cell phones can cause. They were carried in customized boxes, branded with the message: “Don’t Use Phone While Driving.”

A team of 200 Vodafone Santas was spread across the four busiest metros at high-traffic junctions. These Santas handed out cookies to any driver spotted using the mobile phone while at the traffic signal. 100,000 cookies were distributed over a span of seven days to erring drivers.

The cookie thus became symbolic of spreading joy through road safety measures.

• Vodafone Santa delivered the message of Safe Driving to more than 90,000 individuals across four cities

• Social media picked up the story of the Vodafone cookies with over 23,000 shares within two days of the launch

• Traffic police survey reported a 31% drop in accidents in the New Year week.