Maruti Suzuki India Limited (MSIL) has organized a unique flash mob event called #PehniKya? in order to create awareness about the usage of seat belts. The flash mobs are being held from 9th Feb to 14th Feb at the ongoing Auto Expo 2018, where the performances will be held three times every day throughout the duration of the event.
In order to communicate the message efficiently, the company has created a catchy Jingle, touted as ‘India’s first-ever seatbelt song’. The company has partnered with The Danceworx, which is owned by the famous choreographer Ashley Lobo to create a signature dance routine to be performed with the song.
In addition, Maruti Suzuki has also created Pledge Booths at the same venue, where visitors can take the pledge to wear seat belt every time they drive, click selfies with seat belt on and share it on social media to further spread the word, besides making themselves eligible to win prizes.
“We are encouraged by the huge popularity of our #PehniKya? social campaign to promote seat belt usage among car occupants. The 360 campaign is designed to address the key factors for not wearing the seat belt which emerged from our national survey of car users.” Says Mr. R. S. Kalsi, Sr. Executive Director of Marketing and Sales, MSIL, on the occasion.
The #PehniKya campaign was started by Maruti Suzuki in November 2017. The company accumulated data from research and surveys conducted in 17 cities to understand the awareness levels regarding the usage of seat belts in the country and create awareness about it. According to the World Health Organization (WHO), wearing seat belt reduces the risk of death by up to 50%. Moreover, now since most of the new cars are equipped with airbags, not wearing seat belts can cause even more harm than good in event of a crash.