Bangaloreans admit the new ads are very graphic in their description of gore but admit they also communicate the message effectively u00a0 The Bangalore traffic cops want to acquaint citizens with a lesser-known face of irresponsible driving. The department's all new ads designed by Mudra Communications target not the motorist who uses his or her mobile phone while driving but the person calling the motorist. <table style="width: 191px; height: 42px" cellspacing="0" cellpadding="0" width="191" align="right" border="1"> <tbody> <tr> <td><img alt="" src="/imagedata/2010/may/blood.jpg" border="0" /></td></tr> <tr> <td> Call of death: Some people believe that gore in the ads would have a positive impact on the intended audience</td></tr></tbody></table>The ads, which are extremely gory, are designed to raise awareness of the shared responsibility of all citizens to reduce road accidents, and shock people into realising the consequences of calling people who they know are behind the wheel. Joono Simon, the creative head of Mudra Communications in Bangalore, said the ads titled 'Talk Them Dead' are deliberately gory. "The ads are meant to shock. The primary reason behind creating the ads is that we want people to notice they could have a hand in leading others to their death. We, at Mudra, created these ads purely as a public service campaign. The campaign is financed solely by us," explained Simon. Praveen Sood, the additional commissioner of police, traffic and security, said the idea was to remind people that it's not just those who drive but those at home who also cause the damage. "These accidents are like a disease. We need to sensitise people and in a sense infuse hope into the city. We may not be able to predict how many people will actually start using mobile phones responsibly after the campaign but we do know the ads will serve as a useful reminder that will make our roads safer." Dr Thimmappah, a professor of psychology and vice chancellor of Bangalore University, said the blood in the ads would have a positive impact on the intended audience. "A graphic depiction of blood in the ads will affect and regulate behaviour and create a new mindset. It's all about educating citizens."u00a0 Alka Manchanda, director of engineering, Cisco, said, "I think the ads will be very painful for people to see. However, I agree with the message the campaign sends out. It's time for Bangalore to wake up." Chandra Halder, operations manager, Motorola, said, "I don't see how these ads will help. It's not that people don't know what's going on, the problem is that the caller doesn't get punished. It's the driver who ends up in court."

Bangaloreans admit the new ads are very graphic in their description of gore but admit they also communicate the message effectively

'Do not call when people are driving'

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'Do not call when people are driving'

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