FCB Ulka creates a poignant film on drunk driving & responsibility

Mumbai Traffic Police has come up with a new campaign against drunk driving. Created by FCB Ulka, the campaign, titled ‘Guilt’, urges people to be a responsible friend after they drink. It revolves around the fact that people forget to act responsibly, letting their friends drive after drinking – the consequence of which can be fatal.

The film captures the guilt of a boss, who drinks with his colleagues one casual evening. The fact that he didn’t stop one of his colleagues from drunk-driving, which leads to his death, makes him guilt-ridden. The film also portrays the irreversibility of the consequences a mistake like this can have.

Commenting on the campaign, Joint Commissioner of Police, Mumbai TrafficPolice, said, “We never want anyone to drink and drive, however, if you are drinking while partying with friends, always be responsible, call a cab after the party. Do not allow anyone to drive in a drunken state. The film does a great job in communicating this.”

Swati Bhattacharya, Chief Creative Officer, FCB Ulka, said “This is a film that’s as much about responsible friendship as it is about drinking and driving. The irony that so many of these deaths happen on days of celebration makes it even more poignant. Every time we hear someone say ‘have one for the road’, we need to remember this ad.”

Vinci Raj, Senior Creative Director, FCB Ulka, added here, “Most of the road accidents also happen because people forget that drunk-driving can kill. It can be very traumatising too to take the guilt of letting someone drive drunk. What triggered this campaign was the death of a dear friend on road.”

Mumbai Traffic Police ad - Guilt:
https://www.youtube.com/watch?v=_6p1fXj11xE

The campaign is aimed at making people aware of the fact that just by being a responsible friend, things can end differently.

Campaign credits:
Client: Mumbai Traffic Police
Creative agency: FCB Ulka Advertising
Chief Creative officer: Swati Bhattacharya
Senior Creative Director: Vinci Raj
Client Servicing: Amit Raina
Director: Vinci Raj and Mridul Nair
Producer: Mridul Nair, Trends ad films, Bangalore
DOP: Manoj Kumar Khatoi
Editor: Babu Rathnam
Music Director: Ranjith Meleppat