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Milestone Brandcom showcases McDonald’s CSR initiative to make Mumbai roads safe
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network2media Bureau   
Monday, 31 January 2011 09:00 (IST)
High on visibility & impact NEW DELHI: Concerns over road safety and discipline have assumed gargantuan proportions in the cities mandating major sensitisation drives to make people understand their rights and obligations when behind the wheel. Taking cognizance of the importance of this issue in the city of Mumbai, global fast food major McDonald launched Multiple media vehicles, conveying the 'Message' a social communication campaign in the outdoor in support of the Mumbai Traffic Department’s Road Safety Week observed during January 3-17. The campaign urged people on the road to observe the traffic rules with a smile on the lip. McDonald’s engaged OOH firm Milestone Brandcom to roll out the campaign across the city.

Positioning & plaecement optimising impact The social communication, a reflection of McDonald’s corporate social responsibility (CSR), featured the lovable ‘Ronald’ speaking out from billboards, gantries and central median kiosks on controlling speed, bearing the safety belt and the like.

Using the central median to great effect Milestone Brandcom executed the campaign on a variety of outdoor media properties bearing the CSR messages such as ‘I am following the speed limit while driving – I am loving it’, ‘I am wearing a seat belt – I ‘m loving it’, ‘I am not using the phone while driving – I ‘m loving it’, ‘Wear helmet for safety – I am wearing a helmet I’m loving it’, ‘I am not Honking – I ‘m loving it’ and ‘I am not drinking and driving – I ‘m loving it’.

Rameet AroraCommenting on the success of the CSR initiative, Rameet Arora, senior director - marketing, McDonald’s India (South & West), said “It is a great initiative by the Mumbai Getting captive eyeballs when traffic is static Traffic Police to run this campaign. The traffic in Mumbai does need to be disciplined; thus such initiates should be frequent. We are obliged that we could help them to create awareness and encourage the people to follow the traffic rules for their own safety.”

Building frequency Talking about the awareness publicity, Nand Kumar Chaugule, DCP Traffic, Mumbai, said, “Simple messages on hoardings, pole kiosks and innovative cutouts creating multiple points of Multiple exposures visibility have contributed towards making the road safety fortnight a success. We would like to thank McDonald’s on behalf of Traffic Control Branch, Mumbai, for extending the support for the initiative and making it successful.”

Nabendu BhattacharyyaOn the campaign execution, Nabendu Bhattacharyya, founder & MD, Milestone Brandcom, said, “We are delighted to execute a campaign which has addressed the Wide format, premium display deployed society at large and created huge awareness about road safety. McDonalds brand and the creative approach has brought alive the cause with a visual demonstration of the message, taking it to a large audience in a simple manner. I’m sure Mumbaikars have loved it and have committed to follow road safety discipline.” 

Hanoz PatelHanoz Patel, founder and managing partner, Milestone Brandcom and Rajat Gupta who were principally behind the campaign execution saidRajat Gupta “the campaign created a huge buzz as it was a crisp, simple, intelligent and creative use of CSR, cause and brand fit and the right placement at every traffic signals. We are sure the ‘audience loved it’.”

While the Road Safety campaign was observed for a fortnight, the campaign extended well until the end of the month. 'Loud' & 'Clear' messaging Milestone Brandcom used over 500 touchpoints covering nearly all traffic signals and intersections across Mumbai.

Innovation on wide format, engulfing exposure, maximum attention drawer Bhattacharyya said, “Team Milestone Brandcom was happy to be part of such a noble initiative and will continue to create differentiators through our contribution to society. This campaign did not accrue any commercial benefits but given the cause we put our days and nights for its planning and execution. I am sure the incidence of road accidents will reduce drastically and Mumbai will have the most disciplined traffic, as always.”

The campaign underlines the growing trend of consumer brands showcasing their good corporate citizenship from the OOH platform.

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