Members of India’s transgender community, known as hijras, are now the stars of a campaign aimed at persuading India’s motorists to buckle up.
The Mumbai-based seatbelt crew has taken to the streets, persuading motorists to click clack front and back. Indian roads are hectic and only 27 percent of drivers wear a seat belt even though it’s mandatory. The ad campaign, by India Ogilvy & Mather, showcases the hijras at a busy road in Mumbai, showing the importance of wearing a seat belt.
23Jun
