MAM
BIG FM and HDFC ERGO General Insurance launch ‘ High Beam – Not OK Please’ campaign
MUMBAI: BIG FM, one of the largest radio networks in the country, in association with HDFC ERGO General Insurance Company, India’s third-largest non-life insurance provider in the private sector, today announced the kick start of the ‘High Beam – Not OK Please’ campaign. As the flag-bearers of change, the brands have highlighted an issue of the excessive usage of High Beam while driving, which is a huge threat to human lives, becoming the cause of many road accidents in the country.
As per the data published by the ministry of road, transport, and highways, 74 per cent of the vehicles use blinding headlights on highways which are one of the major causes of road accidents. When it comes to road crash deaths, as per the 2017 report, Chennai, Delhi, and Bangalore are the top three cities that witnessed maximum accidents while Mumbai is placed on No 7. This is an alarming situation and the campaign tries to sensitize everyone to use High Beam in the right way.
With an endeavor to bring a positive, the radio network and HDFC ERGO General Insurance have brought forth the fact that High Beams are the cause of many road accidents in the country. As a part of the campaign, BIG FM RJs will initiate conversations by highlighting and engaging with listeners on the causes of increasing road accidents. Further, with highways being the most affected and to personalize the messaging for the listeners, BIG FM will also install photo booths across prominent dhabas across highways in various cities. As soon as the person is ready to get clicked, a bright light will flash on their face while the camera captures the image. This social experiment will mirror the jarring effect of the high beam from the opposite direction on a person’s vision.
Speaking on the campaign, BIG FM spokesperson said, “When we hear the term road accident, we associate it with various reasons like speed, drunk driving, mobile phone usage, etc. But, we hardly think that the use of a high beam can cause accidents too. Through this campaign, we want to change this notion and highlight how this issue is turning out to be one of the key reasons for accidents. We, as a responsible brand, have always tried to inspire the masses to take a relook at situations and imbibe a sense of accountability. We appreciate HDFC ERGO General Insurance for coming forward in support of our campaign and driving this message through their platform as well.”
HDFC ERGO General Insurance shared services and online business president Mehmood Mansoori said, “We are glad to be associated with BIG FM for the campaign which is the need of the hour, to create awareness on the misuse of High Beam on the roads of our country. Knowingly or unknowingly, we tend to make the mistake of using high beam while driving without thinking of its effects on the driver of a vehicle coming from the opposite end. Through this campaign, we aim to help people understand the hazards of using a high beam.”
In its next phases, BIG FM RJs will engage with listeners to understand their perspective and also speak to local authorities like – RTO, traffic management, driving experts and eye specialists for an in-depth idea on high beam and its harsh effects, if not used correctly. This awareness will be further spread across BIG FM’s vast networks. ‘#HighBeam – Use it Right’ will be a 360-degree campaign which will run across various platforms including On-air, RJ mentions, buzz on digital, on-ground activations for direct interaction with listeners, etc.
AD Agencies
WPP appoints Hephzibah Pathak CEO of WPP Creative India
Ogilvy India chair takes charge of unified creative model in key market
NEW DELHI: WPP has appointed Hephzibah Pathak as chief executive officer of WPP Creative India, putting a local leader at the helm of its newly created creative operating model in one of its most important growth markets.
The move brings clarity to how WPP’s global restructuring will play out in India, weeks after the group unveiled WPP Creative as part of its Elevate28 strategy. The unit sits alongside WPP Media, WPP Production and WPP Enterprise Solutions, and is designed to simplify what the company previously described as an overly complex structure.
Pathak, who continues as executive chairperson of Ogilvy India, will represent all agencies under the WPP Creative umbrella in India. Her role centres on driving integration across brands, expanding capabilities and ensuring clients can tap into the network’s full talent pool without friction.
WPP said Pathak will work closely with agency brand CEOs to “enhance integration, expand capabilities, and ensure seamless client access”, while maintaining the distinct identities of its agencies.
The portfolio under WPP Creative includes leading networks such as VML, Landor, AKQA and Grey, along with Burson and its affiliated firms. Leaders across these agencies will now report into Pathak, even as each brand continues to operate independently within a unified system.
The appointment also formalises a dual-track strategy in India, preserving agency identities while accelerating collaboration. Pathak is expected to work closely with media leadership to align creative and media capabilities, reflecting growing client demand for integrated, multi-market solutions.
WPP Creative global CEO Jon Cook has described the unit as “not an agency” but an operating system that helps creative, design and PR brands work together more effectively. The group has been clear that it is not merging or phasing out legacy agency brands, instead aiming to reduce complexity on the client side.
Pathak brings nearly three decades of experience within the network, having joined in 1997 and held roles ranging from Mumbai office head to chief client officer. She made history in 2024 as the first woman to lead Ogilvy India in its 95-year presence in the country.
Her expanded mandate positions India at the centre of WPP’s Asia-Pacific strategy, with a focus on strengthening brand presence, deepening client relationships and unlocking growth in a fast-evolving market.
The appointment signals WPP’s intent to move beyond the traditional holding company model towards a more integrated, AI-enabled structure. With Pathak now steering WPP Creative India, the group appears set to test whether simpler structures can indeed deliver sharper creative outcomes.
