Excitel, India’s leading home internet startup, has launched an OOH campaign, ‘Drive Safely’ that seeks to combat distracted driving. The awareness-led campaign juxtaposes activities more suitable for home rather than the car, emphasizing the importance of focused and attentive driving. By tapping into the subconscious mind of commuters, Excitel hopes to foster a behavioural change and a responsible driving culture.
Prompted by rising cases and alarming statistics released by the Save Life Foundation, Excitel has taken proactive steps to address a significant issue on the city’s roads. Data indicates that around 47% of drivers engage in phone conversations while driving, while 94% of truck/bus drivers and 67% of four-wheeler drivers keep sending texts/WhatsApp messages while behind the wheel.
These behaviours contribute to an alarming toll, with 1.3 million lives lost in road crashes and an additional 5.3 million individuals suffering serious injuries.
Sharing his vision on the campaign, Varun Pasricha, Chief Operating Officer, Excitel said, “As a home internet start-up, set to disrupt home broadband for Indians, we have always innovated and highlighted the advantages of high-speed internet access. However, our country faces concerning trends due to distracted driving and internet usage while one is on the road.
Through our ‘Drive Safely‘ campaign, we aim to educate and raise awareness among commuters on the road on the perils of distracted driving. The campaign emphasizes the importance of prioritizing activities like chats, games, calls, or email in the safe and comforting environment of our homes rather than engaging in them while navigating on busy roads of the city.”
The campaign ‘Drive Safely’ features multiple creatives tailored to different situations, while effectively addressing the messaging like, “Calls, games, and chats, etc. are Exciting at home”. The campaign has been launched digitally and on out-of-home (OOH) platforms in strategic locations across Delhi NCR. The campaign is a long-term initiative aiming to raise awareness and engage a wider community in building advocacy about road safety.
Excitel, India’s leading, and fastest-growing broadband network is the preferred streaming platform for 750,000 customers in 30+ cities. Since its inception in September 2015, Excitel has been revolutionizing broadband services and leading the adoption of fiber broadband in India. Ookla recognizes Excitel as the 4th fastest and best-rated broadband network in India. According to TRAI, the company in 2020 was also among the Top 10 ISPs in India.
