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ICICI Lombard ‘#IWillDriveYouHome’ activation idea by Ogilvy Mumbai

Drunk driving is not a new problem. When ICICI Lombard decided to tackle this problem for their Road Safety Week initiative, we knew that to make any sort of a difference, we would have to do something extremely relatable and yet something that would stand out from the other work done on the subject.

Drunk driving accidents claim close to 8 lives every day. While people may not know the exact number, they are more than aware about just how dangerous drunk driving could be. Yet, the superman syndrome runs strong in us. People still believe it wouldn’t happen to them or anyone they know. This was the thought process we would have to challenge and change. And we realized that perhaps the best way to do this was to bring people who were about to drink and drive face to face with someone who had actually lived through the pain of losing someone to a drunk driving accident, in a setting where they just couldn’t ignore him.

We created #IWillDriveYouHome and luckily we found Mr. Hemraj Sharma; one of the most inspirational people we’ve ever met. He lost his son to a drunk driving accident on 4th April, 2016 and has now made helping others avoid the same fate his life’s sole purpose. He was completely on board as soon as he heard the idea and his fervor and courage helped us take it to the next level. Mr. Hemraj masterfully managed to deliver the message to the passengers he drove home and now we hope people will take the idea of #IWillDriveYouHome forward for their friends and family.

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Agency: Ogilvy Mumbai

Client: ICICI Lombard

National Creative Director: Rajiv Rao

Executive Creative Director(s): HarshadRajadhyaksha, KainazKarmakar

Group Creative Director(s): Talha Bin Mohsin, Mahesh Parab

ACD & Creative Team: ShahvanKaikobad, AjitSahoo

Copywriter: Talha Bin Mohsin, ShahvanKaikobad

Art Director: Mahesh Parab, AjitSahoo, HarshalWalawalkar, HariRawat

Account Management Team: Sushma Singh, Sayed Yusoof, Amritesh Kumar, Sohil Kothari

Brand Planning Team, Prem Narayan, Preeti Shetty

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