The World Health Organisation (WHO) Global Status Report on Road Safety 2018 estimates 22,600 deaths per 100,000 people on Indian roads. In these cases, a majority of those paying the price are under 29 years of age. To bring about change in road behaviour for a specific target group, Tata Elxsi and Tata STRIVE partnered towards promoting “defensive driving” by curating a unique audio-visual campaign – Badhti ka Naam Gaadi (BKNG). It’s a 24-part web series where Vijay Raaz, the veteran actor, plays a talk-show host to ‘ghosts’. These ghosts (who are obviously dead), are very relatable characters (with one of them even named Mr Nirdosh Kumar!), who each share their road stories with Vijay. This campaign resides where its target audience is – online. Hence, the three channels where it was rolled out were social media, a microsite, and a mobile app. At a time when the youth live a high-octane, rushed lifestyle, this campaign aims to, in an amusing yet sensitive way, sensitise them to the perils of the road. A certificate is awarded to everyone completing the web series.