ADVERTISEMNT:THE SEATBELT

CREW
PRESENTATION BY:
Name: Monika Bhagat
Roll no: 34

Whos behind the Ad:

Seatbelt Crew is a Public Service Initiative
video by VithU and Ogilvy and Mather.
Channel Vs VithU app is all about Safety.
The Wall Street Journal went looking for
the group and the video was created as a
part of Campaign by advertising agency
Ogilvy & Mather. The Agencys creative
director Abhijit Avasthi said it created the
video in collaboration with music network
Channel V.

SEGMENTATION:
Segmentation helps to define population
in smaller groups or segments.
People of 18 yrs and above hold the legal
permission to drive.
The Transgender community is much
worshipped community and spend most of
their time begging at Traffic Signals.
So, who better than them to communicate a
Safety Belt Drive at the most impactful
location?

TARGETING:
Transgender Community- address a
captive audience of Drivers stopped
at a Red light on the importance of
wearing Seatbelts.
Goal was to remind Reckless
Motorists about a very basic safety
procedure theyd forgotten.

POSITIONING:
Transgender in Blue Sarees, they call
themselves The Seatbelt Crew, mimic the
flight safety instructions, teaching Road
Safety to waiting Motorists.
Members of group perform coordinated
dance movements and loud clapping at
Traffic Light in India.
Apart from creating the strong impact in
terms of Communication, the Public Service
Initiative also helps showcase the
Transgender Community as contributing
members of Society.