Campaign: Seat Belt Crew

WPP company(s):
Ogilvy & Mather Advertising, Mumbai
Channel V – WithU app for Motorist safety


Hijras, transgender people in India, are often invited to bless new babies and weddings. Many make their living by exchanging blessings for cash at traffic junctions. This humorous campaign featured Hijras educating Mumbai motorists about the importance of road safety and wearing a seat belt.


  • 2.1m views of the video in just 4 days.
  • 4.7m views on YouTube in just 5 months.


  • 2015 Effie Awards – Silver.
Seat belt crew video screenshot showing women pretending to put their seat belts on