#DekhkeChalo V2.0

There is no doubting the fact that being stuck in traffic is the most frustrating thing for everybody. But thanks to Google; anyone getting affected by traffic can switch to Google Maps and reroute.

Now, the challenge is to advertise it to Indians in a way that they understand and relate to it and to increase the usage of Google Maps among individuals.

What better way than being colloquial, street word, literally? Indians often use the slang ‘Ae bhai zara dekh ke chalo’ (Be careful while on road), which is also a popular song from the 1970 movie ‘Mera Naam Joker’. Revisiting the typical Indian mindset, Google came up with the campaign #LookBeforeYouLeave.

Conceptualised by Lowe Lintas, the campaign has two films so far that depict the classic traffic jams across the country.

The first film shows an Indian “baraat” (wedding procession), with people dancing, and of course jamming the traffic flow.

Turning to a birds-eye view of the shot, the scene zooms out to show the traffic jam across the connecting roads, fading into a Google Map in red colour, which indicates heavy traffic.

This is followed by a voiceover that says, “When the traffic changes, roads change colours”. The user accesses Google Maps and checks the quickest way possible to the desired destination, with the existing traffic conditions.

Signing off, Google prompts us all to #LookBeforeYouLeave for real-time traffic updates and alternate routes; because the shortest way may not be the fastest always.

In the second film, Google has highlighted yet another addiction of Indians – cricket. It shows a crowd gathering in front of an electronic showroom to watch an obviously interesting innings.

And as the team wins, the crowd goes gaga and it is time for celebrations. As a result, a huge chunk of traffic gets blocked because of the celebrations.

In both the ads – ‘The Cricket Match’ and ‘The Indian Wedding’ – Google is highlighting its mobile app ‘Maps’, while practically showing the benefits of satellite imaging, street maps, real-time traffic, and route planning, and how it helps solve the frustrating issue of being stuck in traffic.

Google is known for its insights, and it quite reflects in all its advertising campaigns. From our habit to boast the poetic side of ourselves behind a truck (Google Hindi spot), to our obsession with cricket and the grandness in our weddings (in the current campaign),

Google connects with us in the most colloquial way, with the strongest insights. With #LookBeforeYouLeave, Google’s localised ad policy has proved to be rewarding!