The campaign has been conceptualised by FCB Ulka Mumbai Traffic Police
In an effort to address the issue of reckless behaviour on the road and promote traffic safety, Mumbai Traffic Police joined forces with Marolcha Maurya, one of Mumbai’s Ganesh Chaturthi pandals.
During this year’s Ganesh Chaturthi festival, Marolcha Maurya, with the creative support of FCB Ulka, introduced a concept to draw attention to traffic safety. The centrepiece of the pandal was Lord Ganesh himself, who was depicted wearing a seat belt, setting an example for all to follow. Additionally, his faithful vaahan, the mice, were adorned with bike helmets, emphasising the importance of protective gear.
“FCB Ulka played a pivotal role in creating an engaging activation that complemented the theme of the pandal. They rewrote the popular prayer “Sukh karta, dukh harta” to incorporate the message of traffic safety. Devotees were given booklets containing the revised prayer, encouraging them to sing it during the festivities. This transformed the religious mantra into a powerful reminder of the significance of following traffic rules. The underlying message was clear: If Lord Ganesh adheres to traffic rules, so should you,” said the company statement.
Shri Pravin Padwal, Joint Commissioner, Traffic Police Mumbai, said, “Citizens should follow traffic rules. It is for their own safety. What I like about this Road Safety Aarti is that through a traditional tune, you get to know about the traffic rules. I hope people get inspired and start following all traffic rules all the time.”
Shailesh Khandeparkar, Executive Creative Director, FCB Ulka, said, “Most humans will do things out of fear of God. We just added our little twist to it, asking people to follow traffic rules for the love of God. And as it is based on a popular prayer, it is easily hummable, making it easy for everyone to follow the rules.”
Traffic safety mantra campaign :
