New Delhi: In a unique collaboration aimed at promoting road safety, Battlegrounds Mobile India (BGMI) has partnered with the Bengaluru Traffic Police. The initiative, ideated and executed by Schbang and implemented by Sahil Sardana of Monday Ventures, leverages the popularity of the game to convey important safety messages.
The Importance of Helmets
The campaign highlights the critical role of wearing BIS-approved helmets. As the Joint Commissioner of Bengaluru Traffic Police, MN Anucheth, pointed out, a significant percentage of on-road fatalities in the 18-30 age group are due to not wearing helmets. By drawing parallels between in-game protective gear and real-world helmet use, the billboards effectively emphasize the importance of this safety measure.
Beyond the Game
The collaboration extends beyond in-game elements. On-ground billboards and social media campaigns reinforce the messages conveyed within the game. By contrasting the thrill of speeding in-game with the dangers of real-life overspeeding, the initiative underscores the consequences of reckless driving.
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A Powerful Message
Srinjoy Das, Associate Director, Marketing, expressed enthusiasm for the collaboration, stating, “We’re thrilled to bring in-game moments to real-life and make a significant impact off-screen.” Sushant Vithaldas, Head Business Operations – Bangalore, Schbang, added, “This campaign aims to engage our consumers with the important message that risks should be taken only within a game, but not in real-life.”
