A road safety campaign by Bajaj Allianz General Insurance features animated characters, Boo Boos, in a ‘Don’t be a Boo Boo’ song.

Mumbai: Bajaj Allianz General Insurance Co. is creating awareness about road safety via a unique ‘Don’t be a Boo Boo’ campaign. This is a special campaign co-conceptualized, designed and executed by WATConsult, Dentsu Aegis Network’s digital arm.

The campaign launched on November 14 with a video featuring colorful animated characters called Boo Boos, who are a family of five notorious cartoon characters infamous for  breaking traffic rules in a relatable yet funny way.

These characters, along with the ‘Don’t be a Boo Boo’ song, are currently being promoted across all social and digital media platforms, educating users about Bajaj Allianz Motor insurance features. Engaging social media posts will be promoted, Dubsmash contest has been planned and a game has been created as a part of the campaign. Along with the digital promotions, the organisation aims to take it further through "Boo Boo" coasters, bookmarks, greeting cards, posters, etc. The ad spends for this campaign had been the highest in the history of Bajaj Allianz and has already generated enormous response from the audience. On the launch day itself, 1,10,000 impressions came only from Twitter and Facebook.

Referring to the campaign, Bajaj Allianz General Insurance digital marketing and web sales, IT- head, Saurabh Chatterjee said, “The aim of this campaign is to raise awareness and start a conversation on the serious topic of road safety, in a light hearted and humorous way. We hope that our 'Don't be a Boo Boo' campaign' will be fun to watch and carry home the message on road safety along with the need to follow traffic rules."

While talking about the Don’t Be a Boo Boo campaign, WATConsult founder and CEO Rajiv Dhingra stated, “When team Bajaj Allianz briefed us on the kind of campaign they wanted to execute for road safety, we decided to use comic tone rather than walking the conventional path. A team at WATConsult worked with complete dedication for the campaign right from sketching the Boo Boo characters to creating the song, to making the full animation video. We hope the campaign goes beyond digital and impacts society at large.”