Truebil announces 'sober' campaign for safer driving

MUMBAI: Truebil, an omni-channel platform for buying and selling of pre-owned cars, launched its 'I am sober' campaign, aimed at ensuring a safe and secure night of merrymaking for its users this New Year’s eve.

During the campaign, users who bought cars from Truebil outlets on 31 December were provided with breathalyser equipped car keys. The breathalyser and the car keys will both be fitted with a nano-chip and the car keys will only unlock if the driver’s alcohol consumption limit is within the legal amount. To avoid any inconvenience Truebil ensured it sent out its own drivers to pick up and drop off customers who were above the legal alcohol limit.

Drunken driving is one of the major factors for fatal road-accidents in the country, with Delhi alone reporting the prosecution of as many as 28,006 motorists for driving under the influence last year. The problem assumes epic proportions during New Year’s Eve, when people attend numerous parties during a single night and often drive recklessly on a ‘high.’ With the government, bars, restaurants and many public-service bodies also making arrangements such as booking cabs, providing temporary stay-ins or drop-off facilities, Truebil’s initiative provides further strength to the arrangements required to make the last night of 2017 a joyous one for everybody.

Truebil co-founder and chief of marketing and growth Shubh Bansal says, “The amount of DUI cases and drunken driving related accidents reaches a peak every New Year’s eve, and even after numerous efforts, the pattern repeats itself every year. We at Truebil decided to contribute towards ensuring safety on the last night of 2017 by ensuring our users are not able even start their vehicles if they have consumed alcohol above the legal limit. This initiative has been initiated considering the long-term benefit of our users while ensuring that they begin the New Year in a joyous note instead of dealing with the repercussions of a drunk driving induced accident.”

Latest Reads
Mother's Recipe undertakes initiative for war heroes

MUMBAI: India’s homegrown pickle brand Mother’s Recipe initiated a new campaign called, tribute to our motherland to salute the supreme sacrifice and selflessness of our brave men in uniform. Under this initiative, the company will contribute Rs 3 from the sale of every special edition Mothers...

MAM Marketing MAM
Is India ready for the impact of AI on marketing?

MUMBAI: From self-driving cars to voice assistants Siri and Alexa, artificial intelligence (AI) is expeditiously becoming popular. While one may think of AI only as intelligent robots or technology, it encompasses everything from Google’s search algorithm to e-commerce to geo-target and...

MAM Marketing MAM
Kajaria Ceramics touches patriotism with Akshay Kumar

MUMBAI: Kajaria Ceramics has launched another new ad campaign with its official brand ambassador and Bollywood actor Akshay Kumar. The company recently launched a TVC for its bathware solutions brand KEROVIT with Anushka Sharma.

MAM Marketing MAM
Duroflex launches sleep marathon with Milind Soman

MUMBAI: We are living in the time of the gig culture where staying up all night to meet project deadlines is celebrated. However, long term effects of lack of sleep are hardly discussed. Keeping this in mind, Happy mcgarrybowen, the creative agency from Dentsu Aegis Network, has conceptualised the...

MAM Marketing MAM
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories