HDFC Bank has created physical markers on the ground to help people maintain the World Health Organisation (WHO) prescribed social distance while waiting in a queue at a shop or an establishment. After a successful pilot in Kolkata, the Safety Grid campaign has been launched in Mumbai, Delhi, Bengaluru, Kolkata, Hyderabad, Pune, Chandigarh and Bhubaneswar. The campaign has been conceptualised by Leo Burnett India.
The Safety Grid has been painted in front of the space leading to various retail outlets such as pharmacies, grocery stores, and ATMs, among others. Each grid has been placed at an optimal WHO prescribed distance of 1 meter from each other. To begin with, The Safety Grid is being implemented at over 4,000 essential services stores across the 8 cities. So far, it has been implemented at over 1,750 essential services stores.
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“In this hour of need, when the nation is fighting the pandemic, we have decided to put the bank logo on the ground, for their safety and protection. We are honoured that we are able to use our logo to send a message across to the people. The cause that we are fighting for today is much greater than any marketing rules and norms. And every effort or contribution counts,” said Ravi Santhanam, Chief Marketing Officer, HDFC Bank.
Speaking about the campaign, Rajdeepak Das, MD – India and Chief Creative Officer, Leo Burnett South Asia said, “Social distancing is one of the primary ways in which we can keep this disease at bay. But in reality, one does need to step out to buy essentials. The grids are a physical manifestation of the social distancing individuals must maintain in any public setting. It’s a simple but extremely powerful idea a simple solution, albeit a bold one.”
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