Mannequin cutouts were placed outside five ColorPlus stores in Bengaluru as a strategy to participate in a relevant social conversation.
Recently, Bengaluru traffic policemen placed mannequins dressed in police uniforms at various checkpoints to deter citizens from breaking rules. The idea was to instil the fear of being caught while overspeeding or driving without helmets. Leveraging this opportunity, ColorPlus has put up cutouts in the display windows of their five Bengaluru stores, indicating that the mannequin has gone out for police duty and will be back soon.
.@blrcitytraffic place mannequins dressed up as traffic cops in various points across busy junctions in Bengaluru. The police believe this would encourage more people to follow traffic rules. Video shot by @ralpharakal from Residency Road. @IndianExpress pic.twitter.com/IU2NdLlikO
— Express Bengaluru (@IEBengaluru) November 27, 2019
The cost-effective way helped the brand garner the attention of locals in the city. “The activity is an affirmation that every brand needs to be aware of whatever is happening in society and create something stimulating as and when an opportunity presents itself,” said Sheetal Seth, Head of Marketing, ColorPlus.
Great ideas often stem from the simplest of things and what makes a difference is the willingness to create something extraordinary, she added.
According to the Indian Express report, earlier the cops had placed 30 mannequins on a trial basis in the city and this week, the number was hiked to 200. Bengaluru City additional commissioner (traffic) BR Ravikanthe Gowda told the paper, “I have observed that people follow rules once they spot traffic police personnel. For example, when a driver sees a traffic policeman near the signals, they put on seat belts. This behaviour of road users has made us install the mannequins in the city.” The article quotes an expert stating that the city needs 7000-odd personnel but has a strength of only 5000.