We realized that most people are more than aware of the dangers of drunk driving…but couldn’t care less when they were the ones doing it. ‘Kuch nahi hoga!’ (Nothing will happen!) is a commonly used phrase in India. It reflects the superman syndrome that runs strong. People feed off the confidence that tells them nothing bad will happen to them, even if they drive drunk.

We knew we had to change the existing conversation around drunk driving. So we decided to give people who were about to drink and drive a hard reality check and devised a way to bring them face to face with Mr. Hemraj sharma; a man who lost his son to a drunk driving accident, in a setting where they couldn't ignore him. And what better setting, than their car. As Mr. Sharma drove them home, he told them his story. That's how we created, #IWillDriveYouHome.

The activation was conducted on 8th May 2017 at Little Door; a popular pub in Mumbai. We gave people who arrived driving their car and yet chose to order a drink, a free driver card. As they stepped out, they were greeted by their free driver, Mr. Hemraj Sharma; a man who had lost his son in a drunk driving accident.

As he drove the passengers home, he confronted them about their prior plan to drive home drunk and then told them his story. The video was uploaded on 10th May 2017. We had a very small budget for a PR plan which only included a small influencer program and bare minimal seeding. But Mr. Hemraj's sincerity combined with the emotional appeal of the video, helped it organically spread far and wide and generated large amounts of free PR that helped widen the reach of our campaign dramatically.

Even with a minimal PR and media budget, #IWillDriveYouHome managed to organically grow and spread through mediums generating large amounts of free PR to help it along. The video began trending soon after it was uploaded. Everybody had something to add to it. People used the hashtag to tell their friends they'd always be there to drive them home. They used it to pledge to never drink and drive, to post stories about losing their own loved ones, even celebrities tweeted about it on their own. #IWillDriveYouHome had managed to get the country's attention and successfully spark a new conversation, on an age-old subject.

• 1.4 million views on Facebook,

• Half a million views on Youtube

• Reached over 4 million people on Twitter

• Delivered an incredible 83 million impressions.

• It was covered extensively by both; Indian as well as International media and featured on many popular shows.

Most awareness campaigns on drunk driving, even ones with celebrities in them, failed to make a difference. We needed to change the conversation on drunk driving and get everybody talking about it. So we devised a way to bring people about to drink and drive, face to face with Mr. Hemraj Sharma; a man who lost his son in a drunk driving accident. We made him the medium for our message and uploaded a video of the activation. The idea managed to strongly connect with people, who in turn helped spread the idea further than we had ever imagined.

We decided on doing an on-ground activation instead of a regular TVC. Our target audience were young professionals, aged between 20-35 years old on a night out.

We knew that a direct message to or a confrontation with people in a pub could be easily ignored. So we found a way to target only those people that were about to drink and drive and lure them into a setting where they could be face to face with Mr. Hemraj Sharma who would then tell them his story. The captured video was to be uploaded onto our social media pages under the title #IWillDriveYouHome and would be allowed to grow organically from there with as little seeding as possible and a small influencer program.

Despite numerous awareness campaigns, drunk driving accidents still claim an average of 8 lives every day. For International Road Safety Week, 2017, ICICI Lombard wanted to dissuade people from driving after drinking. The objective was to connect with people in such an impactful way that they simply wouldn’t be able to ignore the message.