Zurich Kotak Campaign Challenges Road Bias with DriveLikeALady
Mumbai, Mar 9: This Women’s Day, Zurich Kotak General Insurance through its latest edition of ‘Drive Like A Lady’ campaign, launched a social experiment designed to challenge one of the most persistent stereotypes on Indian roads the assumption that women are poor drivers.
To showcase this social bias, a small but noticeable traffic inconvenience was created across a few popular lanes of Mumbai to observe how fast the blame is directed at women. A poorly parked car with a visibly damaged bumper was deliberately positioned between two neatly parked vehicles at multiple locations. Passers-by quickly jumped to conclusions – such as “the driver must be a girl,” “That’s not how men drive”, “probably a girl’s car.”
The reveal that the driver was not a woman sparked mixed reactions to quiet reflection as to how instinctively gender bias shapes everyday assumptions.
The social experiment reinforces the campaign’s central message that many stereotypes around women drivers simply do not reflect reality and concludes with a powerful message, “Sometimes the real damage isn’t on your car. It’s in the notions.”
The campaign has been rolled out across digital platforms.
