Cannes Lions

THE GOOD ROAD

OGILVY & MATHER, Bangalore / BANGALORE TRAFFIC POLICE / 2014

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Case Film
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Overview

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Credits

Overview

Description

A product innovation that recognises the presence of the helmet on the rider’s head and starts the bike. In other words, no helmet, no ride.

Execution

On-ground trials generated video content and viral word-of-mouth to drive traffic to the website. The website content was shared on social media by visitors for further buzz and traffic. The content and conversation was featured on TV news channels, biker blogs and AutoCar India, a leading automotive publication. All communication and web interaction directed visitors to a biker rally that was organised and promoted by Bangalore Traffic Police.

Outcome

The immediate future idea is to get it into the two wheelers as an OEM fitment. We will also help existing bike owners to have it rigged in their bike so that they can enjoy the coolness and the safety aspect of the technology. The scale is expected to come through investments from interested parties and also two wheeler giants. We will be utilizing the technology on a royalty basis.

The technology has the ability to revolutionise two wheeler manufacturing and dispense the need for two-wheeler traffic safety policing in developing nations.

We have received more than 150,000 orders and pledges via social media. We have also received many emails from people who would want to be a part of furthering the innovation. A senior strategist from American Express has sought to know about funding possibilities. Bangalore Traffic Police already introduced the same into their entire fleet of motorbikes.

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