Yamaraj - Drink and Get Driven

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Saurabh More
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Published on ● Video Link: https://www.youtube.com/watch?v=LTFUWo0hLQc


Duration: 1:59
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Yamaraj — Drink and Get Driven, a two-minute advertisement on road safety.
The video is about the dangers of drunk driving. The traffic police had given the ad film in a radically different way instead of the usual, uninspired, boring safety messages like 'Speed Thrills But Kills' and 'Start Early, Reach Safely'.

By and large, Indians are a God-fearing and superstitious lot. Zara, a popular Tapas Bar in Chennai, in association with Chennai Traffic Police decided to address drunken driving (responsible for 70% of road fatalities in India), by leveraging this mindset. Yama, the God of Death from Hindu mythology was used to drive home the message, quietly arriving in the patron's car when the valet brought it back. Seeing the God of Death as a wake-up call, most patrons who experienced the live stunt opted to use the drivers-for-hire service.


The ad is made by McCann-Erickson, Bangalore. Rathish P. Subramaniam, who conceptualised the ad said the idea was to drive home the message in a funny way, but also to make sure it is taken seriously.

Actually, this video is not an ad, but an awareness campaign meant to spread a message to people in a different manner. The idea to use Yama in the ad was not only to make the campaign humorous but also impart a certain sense of fear among those who drink and drive.

The director of the ad, 29-year old Shivakar Srinivasan said that he did not expect this kind of response. He said the actor Radhakrishnan, who did the Yama role is the showstopper. The fact that his moustache is real only added to the effect.

Chief Creative Officer: Prasoon Joshi
Regional Creative Director: Anil Ralph Thomas
Creative Director: Rathish P Subramaniam, Melvin Jacob
Art Director: Rathish P Subramaniam
Copywriter: Ketan Deshpande, Melvin Jacob, Anil Ralph Thomas
Illustrator: Sandeep Kottila
Client Servicing: Vijay Jacob, Rahul Jain

----------------------------------------­-------------------------------

Cast:

Yama: Radhakrishna

Crew:

Produced & Directed by Shivakar Srinivasan
Camera: Deepak Menon
Music: Dheen Dhayal
Asst directors: Vivekanandan, Adarsh
Asst cameramen: Selva, Richard
Production manager: Vijay

Post production:

Post production done at Postbox Studios, Chennai
Editor: Vinish Vinayan
CG: Rocky Frantz, Richard, Kumaresan



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Tags:
God fearing
Yama
Yamraaj
drink and drive
yamraj
yamraja
god of death
hindu god
indian god of death
India (Country)