Chennai: Over-speeding has become an everyday occurrence and puts the rider & fellow road users at risk. The reason for over-speeding varies from the thrill it gives the rider to being late. The MoRTH (Ministry of Road Transport & Highways) report of 2016 shows that 65% of the road accidents are caused due to over-speeding, with majority of the victims being between the ages 18 and 35. Hence, Cholamandalam Investment and Finance Company Limited (Chola) felt that this was an issue that required immediate attention. They were clear about not wanting the communication to be preachy or advisory (which is how most of road safety messages are communicated), and yet getting the message across effectively.
To get people to connect with the campaign, Chola decided to showcase characters who looked like the usual suspects who over-speed and be a nuisance in one way or the other. The idea was to get the audiences to ask themselves “Jaldi Kya Hai?”, whenever they decide to over-speed.
The key objective of #JaldiKyaHai is to draw attention to critical issues pertaining to road safety such as using mobile phone; over-speeding; violation of traffic signal; not caring for pedestrians, especially the elderly; and taking selfies while riding or driving. In the fast-paced world that we live in, over-speeding has become a casual, everyday occurrence. Through ‘Jaldi Kya Hai?’, the company hopes to bring about a change in the behaviour of road users and make the road a safer place.
The campaign has garnered over 30 million views across social media platforms and has resonated well with the target audience. Popular personalities like Actor Arya, SPB Charan tweeted their appreciation to the campaign. The campaign was also aired in 16 states, 32 cities, 7 regional languages for a period of 1 month on leading radio stations . Creative messaging of the campaign was put up in Bus Backs to remind the travelers #jaldikyahai.
