HYDERABAD: CarDekho, a auto tech-company, initiated a thoughtful campaign ‘E’ for Elderly, to promote a safe driving environment for senior citizens.
Because of the pandemic, commuters are choosing personal mobility options over shared mobility. The campaign aims to promote greater responsibility towards self driving senior citizens and to create awareness about sensitive social issue of road safety. Company’s brand ambassadors Akshay Kumar, Mahesh Babu, Rahul Dravid and K. L. Rahul have also joined the new initiative.
The campaign launched across all digital platforms, has been conceptualized and executed by Leo Burnett. Due to the pandemic, the elderly are reluctant to take cabs and have started driving, and the company wishes to create a safe driving environment for them. Just like ‘L’ stands for learners, ‘E’ will be for elders. The campaign is targeted towards all the eligible drivers to take extra caution while driving close to a car with an ‘E’ symbol on it.
It, thus asks family members to put an ‘E’ symbol on the windshield/back glass of their senior citizen’s car to warn other drivers that the vehicle is driven by an elderly person.
At the launch of the campaign, Gaurav Mehta, Chief Marketing Officer, CarDekho Group, said, “This campaign reflects an ideology that the brand stands for –developing an inclusive and caring personal mobility environment for everyone. There has been a huge change in the way we live now. We want to make everyone feel safe and have a hassle-free driving experience, especially senior citizens. We hope this campaign will promote simple, incremental behavioural changes and more empathy towards elders driving on the road.”
Adding further, Rajdeepak Das, CEO& Chief Creative Officer – South Asia, Leo Burnett says “E for elderly” is a great example of how a simple idea can create a big change. With the pandemic we have seen the rise in people taking personal transport, including our senior citizens who have taken to driving once again. But how to make people compassionate towards elderly who getting back to driving after years. So we created “E” as the sign for Elderly drivers. You can write on a paper, print, use tape, as long as it’s an E it does the job. We are very proud to be a part of this initiative with CarDekho and hope to make a positive difference with this campaign”
