Objective
- To unveil the face of the lucky mascot for the campaign of “Respect the Road” (jointly owned by Gurugram police and SABMiller), Traffic Tau and successfully conduct the campaign.
Strategy
- As Gurugram is a city of youth, we decided an elderly haryanavi man with a handlebar moustache, dressed in a white dhoti, blue jacket and red pagri with a lathi to be the lucky mascot as there is a sense of respect for elders. We named our mascot as “Traffic Tau” as it had an essence of respect in the regional dialect.
- A mascot unveiling should reach to masses we figure the way for a massy launch. We organized a press conference where high esteemed dignitaries such as police commissioners of Gurugram and director of SABMiller India were present and unveiling was to be done by Bollywood actor Mr.Chandrachur Singh. Radio City was on board with us as our Media Partner.
- We ran the campaign through distributing pamphlets, creating billboards on road safety messages, conveying the message of road safety via street play “nukkad natak” and one on one interaction by our volunteers.
- We organized many engaging activities that ultimately conveyed the importance of road safe.
- Special focus was done on “don’t drink and drive” by campaigning in the clubs and pubs of the city.
Face-off
- Creating the design of Lucky Mascot and naming the mascot was the most important task for us.
- Calibrating with the on-field volunteers who were running the campaign on the ground level.
- A campaign is successful when it reaches to each and every section of society. We had to mark out the areas for canvassing, timings of the nukkad natak so that the campaign does not appear to be a burden to the people.
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