MUMBAI: With the thought to find ‘Who are India’s Worst Drivers?’ Renault India along with its creative agency Law and Kenneth Saatchi and Saatchi recently conducted a social experiment in the streets of Mumbai and New Delhi by monitoring the traffic violations that took place every hour across some key sites. The experiment throws the spotlight on a cross-section of vehicle owners spanning bikes, auto-rickshaws, taxis, buses, trucks, among others.

The startling findings of the experiment showed there are almost 110 traffic violations per signal / per hour. The initiative further goes on to educate viewers to maintain road discipline and urges them to become agents of change via #RespectTheRoad.

L&K Saatchi and Saatchi executive director Charles Victor commented, “This initiative - Driving Smiles, is a wonderful initiative by Renault where we try and give back to the world we sell to. From lighting up villages during Diwali to lighting up smiles at an orphanage during Christmas, the initiative has always tried to take a step towards change. What better change to expect than to change the way Indians drive. This little social experiment aimed at showing us that the change needs to begin with us.”

Renault India vice president and head of marketing Virat Khullar mentioned, “Renault stands for ‘Passion for life’ which in a way means easy life for our customers. But for an easy life with cars, one important aspect is to follow the rules defined for driving these cars on road. In India, we all face huge traffic issues and true to our nature, all externalise the fault. This campaign is an attempt to portray reality that the traffic situation can only improve if we change ourselves and respect the road.”

The campaign has been released on digital platforms only as a two-part series that aims to serve as an educational tool. While the first film questions people on who are the traffic offenders, the second film goes on provide answers to the questions and how we all need to become agents of change.