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<ul><li><keyword id="131262" type="PERSON" weightage="20" keywordseo="Leo-Burnett">Leo Burnett</keyword> India’s motorcycle mounted device helps detect potholes in real-time.</li><li>It is sponsored by ACKO Insurance.</li></ul>India is known to have one of the largest road networks in the world, however owing to heavy traffic and water logging, Indian roads are riddled with potholes making them a serious menace for commuters. *Last year, we recorded 4775 accidents and 2140 deaths due to pothole-related accidents. And this problem becomes even more acute during monsoon as waterlogging causes thousands of potholes to become invisible overnight, making them extremely dangerous for two-wheeler commuters. The team at Leo Burnett India has been researching and working towards finding a solution that will help address this problem. It has now come up with a unique solution to detect potholes. Leo Burnett India has announced the launch of ‘StreetEye’ - a motorcycle mounted device that can help map potholes in real time, potentially saving thousands of motorcyclists from accidents and mishaps. StreetEye has been conceptualised and created by Leo Burnett India and sponsored by ACKO the new-age digital general insurance brand and will be launched soon. ‘StreetEye’ is a motorcycle-mounted device that can detect submerged potholes in real-time using light detecting stereo cameras. StreetEye has been designed and developed by Leo Burnett and sponsored by ACKO. <div type="Youtube" id="7yxcNYSV-W0" title="Introducing StreetEye: a motorcycle-mounted device that detects potholes in real-time" thumbUrl="https://i.ytimg.com/vi/7yxcNYSV-W0/mqdefault.jpg"></div> Speaking about the prospective launch Rajdeepak Das, CEO &amp; Chief Creative Officer, Leo Burnett said “At Leo Burnett we believe the only way to predict the future is to create it ourselves. We have always been driven by our HumanKind philosophy which puts people and problems at the centre of all our initiatives. The teams at Leo Burnett have been tirelessly researching, developing and testing various versions of StreetEye to find a solution to one of the vital problem i.e. accidents due to potholes. And we are very excited about this product and would be launching it soon in the market.” Adding further, Dheeraj Sinha, CEO &amp; Chief Strategy Officer, Leo Burnett said “Creativity’s true potential is in solving larger problems of the world. StreetEye is a perfect example of how by bringing together innovation, data, design &amp; technology and fuelling it with creativity we can create new age solutions to resolve age old problems. At Leo Burnett we have realised that by bringing creativity and technology together we can play a greater role in helping solve larger problems together with our client partners.” Ashish Mishra, EVP - Marketing, ACKO said “ACKO as a brand has revolutionized the insurance buying process by innovating and replacing traditional models with new-age solutions. ACKO’s commitment to improving lives and Leo Burnett’s vision to use technology for solving real problems has made this happen. We look forward to StreetEye making a meaningful difference especially for bikers during monsoon.” *Reference - The above statistical information was obtained from the Indian Ministry of Road Transport and Highways report of the year 2019

This advertising agency has come up with a unique solution to prevent motorcycle accidents in India

India wants to do away with the sobriquet of world’s deadliest roads and the <a href="http://www.businessinsider.in/searchresult.cms?query=road+ministry&amp;sortorder=effectivedate">road and transport ministry</a> is going to launch a scheme for <a href="http://www.businessinsider.in/searchresult.cms?query=road+safety&amp;sortorder=effectivedate">safer roads</a> in this regard. 
 
The Pradhan Mantri Surakshit Sadak Yojana will be launched soon with an initial funding of Rs 2,000 crore. The funds will be used to make Indian roads accident-free and also weed out dangerous spots on highways. 
 
To eliminate deadly road accidents, better designs will be made to install railings on hill roads, running along deep gorges. 
 
The details have been sought from hill states and the Indian government will rope in <a href="http://www.businessinsider.in/searchresult.cms?query=IIT&amp;sortorder=effectivedate">Indian Institutes of Technology</a> to prepare special reflectors to fix them on sharp curves. 
 
"The scheme has already been approved by the road transport minister and the corpus would be created from the available central road fund. States have already been asked to send details of locations where regular accidents occur. As per our information, there are around 796 such spots across the country," a senior government official told ET. 
 
As per <a href="http://www.businessinsider.in/searchresult.cms?query=who&amp;sortorder=effectivedate">WHO</a>, India has the highest number of roads fatalities in the world and over 231,000 people are killed in road traffic crashes in the country every year. 
 
India wants to half the number of road accident deaths by 2020. 
 
The road ministry also wants to make vehicles safe and will set up an agency-the Bharat National Car Assessment Programme-to grade the safety of cars sold in India. 
 
According to the proposed norms, all scooters and motorcycles in India will have automatic headlamps on, similar to daytime running lamps in cars. 
 
(Image: Flickr)

Soon, India won’t have world’s highest number of road accidents as Rs 2,000 crore are being pumped in to make roads safer

The breed of women bikers is growing and how. Wearing leather jackets and putting on helmets, they are zipping from one place to another. 
Be it Harley-Davidson or Ducati, they are experiencing thrills on the mean machines. 
 
Take the example of 33-year-old Maral Yazarloo who zooms around Pune highways on her Harley-Davidson Night Rod. Iranian fashion designer, Yazarloo told Economic Times how passionate she is for superbikes and recently she bought Ducati. 
 
"A friend challenged me to ride a Bullet. I took up the challenge. After understanding from him theoretically how I could ride, I rode comfortably and came back," she told ET. 
 
"Bikes have always been related to manliness because in order to ride a bike, you need power, concentration and confidence. A girl is never related to power in Indian society," Vanashri Mirajkar, an entrepreneur who owns a 750 cc Harley-Davidson, told the financial daily. 
 
For 42-year-old Delhi-based Seema Dora, who is a lawyer by profession, riding meant freedom. 
 
“I love going on trips and long rides. Recently, I completed 2,700 km in 36 hours," Dora told ET. 
 
Dora tasted her passion when she was eight months pregnant and an accident that resulted in two broken ribs did not deter her from riding her favourite FZ1 Yamaha. 
 
While riding for some women is passion and freedom, for Mumbai-based Sunita Mande, riding her Harley -Davidson is way to get 'me time'. 
 
However, some still feel that men riders have not fully accepted women in the bastion and look down on them. 
 
"Stopping at a signal is the most difficult part of riding. When we stop at the signal, they often pass comments," Mande told ET. 
 
The financial daily reported that last year, around 10,000 motorcycles upward of 500 cc were sold in India, compared with 750 in 2011-2012. 
 
"India is catching up with the rest of the world. We are seeing women from west and south India buying superbikes," Vimal Sumbly, managing director at Triumph Motorcycles, told ET. 
 
Triumph Motorcycles started its operations in India around 20 months ago and has sold 20 superbikes to women customers. 
 
"We expect the number of 'lady bikers' in India to rise fast. We see a lot of interest among bike enthusiasts, including women, in this country for our brand," Pierfrancesco Scalzo, Ducati Asia General Manager, Sales and Marketing told the financial daily. 
 
(Image: Indiatimes)

Women bikers intrude male bastion, come out with flying colours

<ul><li><keyword id="4741912" type="PERSON" weightage="20" keywordseo="aishwarya-pissay">Aishwarya Pissay</keyword> has won 9 championships — both nationally and internationally — in a sport with very few men, let alone women, participating from India.</li><li>The latest feather in her cap was cinched when she came third at the Dubai International Baja, which was the first round of the FIM <keyword id="11117865" type="UNKNOWN" weightage="20" keywordseo="Baja-Rally-World-Cup">Baja Rally World Cup</keyword> under the women's category in February 2021.</li><li>The brutal beginning of her rewarding career involved three major injuries and a couple of hundred minor ones. </li></ul>Fearless Aishwarya Pissay navigates through life on a motorcycle through the harshest of terrains, at the fastest possible speeds, and has brought India much recognition though few would know it. She has won 9 championships — both nationally and internationally — in a sport with very few men, let alone women, participating from India. In 2019, she became the first Indian athlete to win a World Cup at the FIM Baja Rally World Cup in the women's category and placed second in the juniors category in the overall championship (Fédération Internationale de Motocyclisme <keyword id="9785123" type="UNKNOWN" weightage="20" keywordseo="baja-world-cup">Baja World Cup</keyword>). And the latest feather in her cap was cinched when she came third at the Dubai International Baja, which was the first round of the FIM Baja Rally World Cup under the women's category in February 2021. What began as a hobby when she was 18⁠ — Pissay and a friend decided to pool in and buy a bike for casual rides on weekends⁠— turned out to be a relatively lucrative career. One she had not fathomed. However, the brutal beginning of her rewarding career involved three major injuries and a couple of hundred minor ones. Even as she spoke to <keyword id="824043" type="COMPANY" weightage="20" keywordseo="Business-Insider">Business Insider</keyword>, Pissay was recovering from a wrist injury from the Jordan International Baja rally racing event held in March 2021. There are two types of motorcycle racing — one is road racing, and the other is rallying. Road racing is an enclosed circuit race and whoever crosses the finish line first wins the race, whereas rallies are longer length courses conducted over rougher terrains like dunes, forests etc. Pissay has mastered both. Edited excerpts of our conversation with Pissay follow. <div type="image" title="Aishwarya Pissay" msid="82128012" hostid="261" caption="&amp;lt;p&amp;gt;Aishwarya Pissay &amp;lt;/p&amp;gt;"></div> Is this something you always wanted to do or is it something that just happened? I started riding motorcycles at 18, and I really didn't think that I would be racing motorcycles before that because it's a very unconventional sport. And, in our country, at least, I had not heard of any motorcycle racers as such at the time who were competing internationally as well. I came to know about a few accomplished racers like Aravind KP and <keyword id="1617630" type="ORGANIZATION" weightage="20" keywordseo="CS-Santosh">CS Santosh</keyword>, who were racing internationally as well, only once I started getting into racing. But that was in rally races. With road racing, there was no such set benchmark that I could look at. What does it take to succeed in this career? I think a not-giving-up attitude, determination, perseverance, discipline and a goal. It takes the same amount of work as any other sport. It needs a lot of time on the bike and a lot of training. Not just the riding aspect of training, but a lot of physical training as well because our races are more endurance specific. So to sustain through all of that, I think physical fitness and mental fitness also play an essential role in my training. Tell us a little bit about the training that is required. My training is broken down into gym, mental fitness training, navigation training, and riding. In a week, I go to the gym pretty much every day and even if I'm not in the city, I make sure I still do my routine workout there as well. When I'm going to the gym, we're focusing on physical fitness, strength, agility and endurance. These are the aspects that we are looking at with training at the gym. I also have a nutritionist who takes care of my diet. Then with my mental fitness coach, we work on a lot of meditation, breathing techniques, visualisation. We also play the PlayStation because that's the closest that we have to simulate a racing situation, and we also work on a lot of puzzles. We also discuss race strategies. On Fridays and over the weekends, I go to ride. We focus on doing motos, and I have a lap timer on my helmet, which technically tracks my lap timings. We take the reports from that and use them to assess how we could be better. Before international races, like when I was in Dubai for the 2021 FIM Bajas World Cup, I spent one month training there before the race. After which, I participated in the race and finished third in that race. <div type="image" title="Aishwarya Pissay" msid="82128016" hostid="261" caption="&amp;lt;p&amp;gt;Aishwarya Pissay &amp;lt;/p&amp;gt;"></div> So how many times have you sustained an injury, or have we just lost count? Well, I've had a lot of minor crashes and those I've lost count of, but with respect to really bad injuries, three. My latest injury was at the Baja World Cup in Jordan on March 19th. I had this accident during a race, and I broke both my wrists in this crash. I was operated on right after on the very same day, and I flew back to India. Now I'm working on my rehab. I've been working on wrist mobility and my fitness routines, the ones I can still work on, especially with my lower body and endurance. Ever thought of embracing an alternate career after any of the accidents? No, never, because I think even if I fall down the stairs, I might break a wrist or break a leg. I can still break something not doing what I do. I think in any sport, the risk of injury exists, and I don't think it has ever bothered me. I think I've always come out of these injuries stronger, and these injuries have just made me more motivated to go towards my goal and achieve them. Can you tell us about your next big race? My next big race is round three of the Baja World Cup. It's happening in Spain in July, so that's what I'm preparing for. <div type="image" title="Aishwarya Pissay" msid="82128032" hostid="261" caption="&amp;lt;p&amp;gt;Aishwarya Pissay &amp;lt;/p&amp;gt;"></div> Which one has been the toughest terrain that you have had to navigate? Jordan, the one I had the accident in. This is where one of the Star Wars IX: The Rise of Skywalker's epic dune scenes was shot. It's mixed terrain — it has a lot of sand, a lot of hardpack, and many blind spots. It's a lot more challenging, especially with navigation. For navigation, we use a road book which is not a digital device. It is a paper roll that we put on the bike, and we are navigating ourselves reading pace notes that we have to recalibrate or scroll up and down based on the odometer we are at. How does one make money if they choose to take this up as a profession? When I started racing motorcycles, there were not many women or men who had made racing a career. So when I started out, it was more of a hobby, but when I started performing well and started winning championships — privately and with small sponsorships that were in-kind or bikes — did I get my big break. <keyword id="648816" type="COMPANY" weightage="20" keywordseo="TVS-Racing">TVS Racing</keyword> has been in the racing scene for 39 years, and they are always on the hunt for good athletes. We started working together in 2017, and they started supporting me with the rally, nationally and internationally. Them coming on board meant they started taking care of my training, my racing, and it became a job that involved remuneration. Since then, the graph has just been curving upwards. Any government support? Not, not yet. I was nominated for the Arjun Award in 2020, but I believe nobody from <keyword id="735786" type="PERSON" weightage="20" keywordseo="motorsports">motorsports</keyword> got it. However, just recently, <keyword id="638723" type="PERSON" weightage="20" keywordseo="Kiren-Rijiju">Kiren Rijiju</keyword>, Union Sports Minister, added <a href="https://twitter.com/KirenRijiju/status/1308618966777040897" data-type="tilCustomLink" target="_blank">motorsports</a> to the list of disciplines eligible for government jobs under the sports quota, which is really great. It's a good start, and I think it's just going to keep getting better from here. What about family? Were they always supportive? In the beginning, my grandparents were a little wary about it because they hadn't heard of anybody doing anything like this. So they wanted me to pursue this as a hobby. But when results started showing, and especially when the association with <keyword id="62356" type="DOMAIN" weightage="20" keywordseo="TVS">TVS</keyword> came along, things really changed, and they were also more accepting of the idea. My mother definitely has been very supportive in terms of what I do. She's never really stopped me from what I want to do, and I think that is one of the greatest support that you could get from family — not having to stop you from what you want to do. SEE ALSO: <a href="https://www.businessinsider.in/science/space/news/new-super-earth-only-takes-2-4-days-to-complete-a-year/articleshow/82115255.cms" data-type="tilCustomLink" target="_blank">A newly found ‘super’ Earth only takes 2.4 days to complete a year</a> <a href="https://www.businessinsider.in/science/space/news/watch-crystal-clear-hd-video-of-nasa-astronauts-walking-in-space/articleshow/82099944.cms">WATCH: Crystal clear footage of NASA astronauts walking in space, changing out pipes, installing cameras and much more</a> <a href="https://www.businessinsider.in/science/space/news/scientists-are-roasting-meteorites-to-recreate-the-birth-of-planets/articleshow/82102499.cms">How to bake a meteorite — scientists are heating up space rocks to recreate the birth of planets</a>

Aishwarya Pissay, a champion motorcyclist, describes what it takes to ace the circuit

What is the right time to make a <keyword id="20224622" type="General" weightage="100" keywordseo="motor-insurance" source="keywords">motor insurance</keyword> claim? While there are no right answers, you generally make a claim if your car or bike has suffered serious damages in an accident, which will cost a bomb to repair! But did you know that you could also make a claim if your car or bike was damaged by, well, a coconut? Surprised? <keyword id="20081892" type="General" weightage="20" keywordseo="Digit-Insurance" source="keywords" meta.keywordsubtype="org" meta.entityname="Digit Insurance" meta.hostid="261" meta.entityid="Digit Insurance">Digit Insurance</keyword>, which is backed by ace Indian cricketer Virat Kohli, recently released some interesting data in this regard. Per the company, by the end of FY24, it had paid out almost Rs 1.68 crore in claims related to over 1,500 cases where the damage was caused by an innocuous coconut! <cmsannotation type="cmsannotation" annotationid="Monkeys go coconuts!" comment="subhead" text="Monkeys go coconuts!"><keyword id="20243262" type="General" weightage="20" keywordseo="monkeys" source="keywords">Monkeys</keyword> go coconuts!</cmsannotation> Well, if you don't believe a coconut can wreak this kind of havoc, think again. The company reported receiving more than 350 cases of <keyword id="19986918" type="General" weightage="20" keywordseo="vehicle-damage" source="keywords">vehicle damage</keyword> in just 2023, where the good old coconut was the culprit! The maximum claims stemmed from Maharashtra. The average claim amount was around Rs 10,000. If you’re away from the coast, you’ll have to battle your neighborhood's dogs and monkeys! Monkey’s seem to have a special liking for motorcycles, given that Digit reported setting over 1,200 claims worth Rs 40 lakh towards damage to 2-wheelers caused by monkeys in FY 2023-24. The cases saw a 40% jump on a YoY basis. Since Digit’s inception in 2017, the company has seen more than 85,000 claims where the primary cause of vehicle damage was an animal. Out of these, dogs were the main reason behind 7% of such claims in FY 2023-24, triggering payouts of over Rs 30 crore. <cmsannotation type="cmsannotation" annotationid="The mayhem of dogs and goats" comment="subhead" text="The mayhem of dogs and goats">The mayhem of dogs and goats</cmsannotation> As per the company’s internal claims data, Indira Nagar in Lucknow seems to be the epicentre of dogs unleashing damage on vehicles. The company reported paying more than Rs 6.7 lakh towards 110 claims received from this location. If, on an unfortunate day, your bike ever gets in an accident, how much do you imagine the damage payout would be? Well, in some cases, like of a luxury bike, which was damaged upon accident with a goat, the <keyword id="22121817" type="General" weightage="20" keywordseo="accidental-damage-payout" source="keywords">accidental damage payout</keyword> went as high as Rs 6.75 lakh. <cmsannotation type="cmsannotation" annotationid="Motor Insurance on the rise" comment="subhead" text="Motor Insurance on the rise">Motor Insurance on the rise</cmsannotation> As per data from the annual report of insurance regulator <keyword id="6361421" type="General" weightage="20" keywordseo="IRDA" source="Orion">IRDA</keyword>, the motor segment saw a YoY growth of about 15.4% in <keyword id="21608709" type="General" weightage="20" keywordseo="premium-collection" source="keywords">premium collection</keyword>, from Rs 70,433 crore in 2021-22 to Rs 81,280 crore in 2022-23. The average <keyword id="19989676" type="General" weightage="20" keywordseo="claim-settlement-ratio" source="keywords">claim settlement ratio</keyword> of India’s motor insurance industry has also been on a steady rise, going from 81.3% in 2021-22 to 84.48% in 2022-23. Additionally, the incurred claims ratio, or the proportion of claims paid as against premium received also noted a marginal rise, from 81.30% in 2021-22 to 84.48% in 2022-23. All in all, save your precious cars or bikes from the terror of monkeys, dogs, coconuts and more. If you are yet to get a comprehensive vehicle insurance for your two or four wheeler, do so at the earliest!

Dogs, coconuts and monkeys: Insure your vehicles from their mayhem right now!

<ul><li>We caught up with <keyword id="1988206" type="PERSON" weightage="20" keywordseo="Dheeraj-Sinha">Dheeraj Sinha</keyword>, CEO &amp; Chief Strategy Officer, South Asia, <keyword id="131262" type="PERSON" weightage="20" keywordseo="Leo-Burnett">Leo Burnett</keyword> to talk about all that has been happening at the agency, how they have been coping in these difficult times.</li><li>Sinha told us all that is being done to make sure its employees are safe and motivated and its clients get the most effective solutions to their problems.</li><li>He also gives some advice to brands on how to navigate these times. </li></ul>The past one year has been challenging for people the world over. It has been the same for organizations that had to pivot overnight, start functioning remotely and ensure the safety, and sanity of their employees. For <keyword id="35666" type="COMPANY" weightage="20" keywordseo="advertising">advertising</keyword> agencies, that thrive on brainstorming together and the resultant camaraderie, things were obviously challenging and while many agencies have been called out for not being able to empathize with their people, there were a few agencies that got it right too. For Leo Burnett, a few of the pivots they had been bringing about in the agency in the past 2-3 years worked in its favor. The year 2020, despite being a difficult year, saw the agency lose zero clients, bring home quite a few awards and come up with work that was noticed and loved. Dheeraj Sinha, CEO &amp; Chief Strategy Officer, South Asia, Leo Burnett gives the credit for a good performance amidst such gloom to the culture the agency has been able to build in the past few years. “We all know what the agency of the future is going to be. It will be about solving our clients’ real-time problems, not just with advertising but with the combined use of creativity, data and technology. But I feel what really prepares us for the uncertain future is the culture we are able to build. In terms of culture, the agency of the future has to be really flat and everybody has to be a creator. But if you have an agency with an ingrained culture of resilience, of people coming together, fighting together and making things happen, we will be able to succeed, because frankly, we don't really know what tomorrow might throw at us,” he said. As a leader, Sinha has been working towards building and strengthening this culture that he speaks about. Not wanting to restrict itself to just a creative workshop, the agency has been focusing on creating full-funnel solutions for its clients. A recent example is its campaign for <keyword id="6568790" type="COMPANY" weightage="20" keywordseo="acko-insurance">ACKO Insurance</keyword> where it created StreetEye, a motorcycle-mounted device to detect submerged potholes in real-time. Designed and developed by the Leo Burnett team, StreetEye tried to solve one of India’s age-old issues – pothole-related accidents. The agency has also launched three specialized divisions – Leo Burnett Digital, Consult and Design, to give clients exactly the solutions they are looking for. Building a culture also includes how you treat your employees and Sinha says his focus also has been to keep everyone motivated through the last one year, when everyone has had to stay at home. “The biggest job in a people’s business like advertising is to keep our people’s energies up. I sometimes feel I'm the Chief Energy Officer of Leo Burnett and not the Chief Executive Officer,” he said with a laugh. Over the last year, the agency has come up with frameworks such as 0-3-6, a short- term thinking model to help brands and businesses navigate the not just the immediate (0) but the next three and six months. It has also conducted over 50 workshops for clients. Sinha has also been having conversations with different people from his team which he has named ‘Chai Pe Charcha’, to make sure he is able to have a connect with employees who he does not talk to on a daily basis. Sinha also said that democratizing leadership has had an important impact on how the culture at the agency is shaping up. “As soon as we entered the pandemic last year, we created a platform for our top 50 leaders. We meet every Tuesday and discuss all kinds of issues. We discuss business, new business, people issues, and a lot of the decisions are taken jointly. If we're going through an issue, it's not one person's decision, rather, the decisions are being owned by a larger culture or a larger group of people. And that to my mind has gone a long way because everybody had a contribution and a say in the direction that agency was headed and in the decisions that we should be taking. And whenever we were in trouble, I would always call upon people and people have stood up and fought and we’ve together won the day,” he explained. When asked what one of his biggest lessons from the last one year has been, he said, “You need to lead from the front. You cannot ask people to do things that you would never do yourself. You have to lead from the front, you have to be out in the trenches because there’s no way of replicating the amount of camaraderie and strength in culture that builds.” He feels it is a combination of all these factors that helps the agency sail through, relatively unscathed from the turbulence of 2020. “If you look at our revenue performance in 2020, we weren’t more than 5-6% short than say 2019, which in a year like 2020 is really good. Despite the lockdown, we won around 20 new business pitches, we created close to 1000 pieces of work, we conducted 0-3-6 workshops. In fact, we were India's number one agency at APAC Effies and at <keyword id="250856" type="COMPANY" weightage="20" keywordseo="AdFest">Adfest</keyword>. I would attribute all of these achievements to the culture we’ve managed to create at Leo Burnett,” he said. On how he anticipates the current wave will impact advertising budgets overall, Sinha said, “I feel most of us right now are going to wait and watch, in terms of how this situation pans out. I feel there are two possible scenarios. If we are able to bring the situation under control, say by the end of May in places like Mumbai, I feel it would lead to a postponement of budgets and demand. But if it goes longer and deeper, that is when we will see budget cuts. We might also see some demand vanish.” Considering the times we are living in where there is immense suffering all around us, what does he think is the correct approach for brands, considering for many people, ads might be the last thing on their minds at the moment! “If you're a brand, large or small, and you have a stake in the Indian consumer market, you're on TV, Digital, you're playing advertising and selling your products, you have to have a stake in what's going on at this point in time. You have to be on ground and help. I have this whole idea of brands being socio-capitalist where, of course, you are a part of the consumer economy but you should also focus on how you can help. Can you help with oxygen, medicines, food, contribution, entertainment or information? And if you can, this is the time for you to help, you have to play your part as a responsible corporate citizen,” he said.

This is the time for brands to play their part as responsible corporate citizens: Dheeraj Sinha, Leo Burnett

<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div> This week, Goldman Sachs's research team published a massive note on the future of the global auto industry.Really, it was a note on the future of human mobility. But are these trends inevitable? Will they really transform the way we get around?Let's break it down.Goldman's analysts, led by Kota Yuzawa and Patrick Archambault, highlighted seven "megatrends." I've annotated them, but here they are in total:<ol><li>Endless powertrain advancement</li><li>Autos on a severe diet </li><li>Autonomous driving on horizon </li><li>Power shift to mega suppliers </li><li>New entrants afoot </li><li>Connected cars and shared mobility </li><li>Shift to emerging markets</li></ol> And now the breakdown:1. Endless powertrain advancement: Power train electrification is essential to meeting fuel economy regulations, and we expect the shift to hybrids (HVs), electric vehicles (EVs), and fuel cell vehicles (FCVs) to continue. Improvements to the internal combustion engine (ICE) also cannot be ignored. We expect gasoline/diesel engine vehicles will still make up 75% of global vehicle sales in 2025. Better engine performance is essential to raising the fuel efficiency of HVs and plug-in hybrids (PHVs). We expect a wait-and-see stance on FCVs until 2020. We can forget about hybrids, which are well-established in the market right now and aren't going anywhere. They may plateau in terms of growth, however. The good old gas-burning engine is at this point a technology that's close to being perfected. Understandable, as car makers have been improving it for a century.There are potential technological breakthroughs on the horizon, however, which would radically improve fuel economy. Like, hundreds of miles per gallon, using ordinary gas. If this happens, the picture for alternative propulsion tech changes radically, because gas is still the most economical and efficient way to power vehicles. This is the biggest threat to Goldman's 2025 outlook, although the analysts acknowledge it. The economics of electric cars and to a degree hydrogen collapse in the face of ultra-high-MPG gas/diesel vehicles, which could make up 100% of the global 2025 fleet. <div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div> 2. Autos on a severe diet: A 50 kg drop in vehicle weight cuts CO2 emission volume by 1g per km. Despite efforts by vehicle makers, vehicle weight is trending up. The amount of reinforcement materials needed to meet collision safety standards is rising. For the next 10 years, we expect greater use of aluminum and high-tensile steel to be the main weight reduction measures. Carbon fiber reinforced plastic (CFRP) could be used in the future. According to the GS global steel research team, global steelmakers had EBIT of around US$25 bn from carbon steel in 2014 (we estimate auto-use steel accounted for around 20%-30%). In the industry, this trend is known as "lightweighting." It's here to stay and scheduled to be a driving force for innovation over the next two decades. Regardless of what happens with the overall design and safety engineering of vehicles, which globally are getting larger as emerging markets take to trucks and SUVs, lighter materials are going to become more prevalent. However, initially we may see this primarily in the developed world, where customers can afford a certain premium for aluminum and composites. In developing markets, steel should stick around. <div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div> 3. Autonomous driving on horizon: Google wants to realize Level 4 vehicle automation or full self-driving by 2017. Most automakers are focusing on Level 3. There are many hurdles to be overcome, including the Vienna Convention and compensation rules in the event of accidents. We believe preventive safety technologies will become standard before 2020 and Level 4 automation will be slower to take hold because of the numerous unknowns over liability and regulations. Preventive safety success will depend on how reasonably devices can be priced. This one is spot-on. In fact, automakers are getting so good at semi-autonomous driving features, such as lane-change warning and adaptive cruise control, that we may see a sort of convergence and rapid improvement of everything that's already out there, leading to "Level 3.5" automation that, while not as impressive as Google-Car Level 4, will be "good enough."Google has started at the finish line - a fully autonomous car that's highly self-aware of its location due to complicated, detailed maps integrated with sophisticated sensors and radars - and is working it way back to the race. Meanwhile, traditional automakers and new arrivals, like Tesla, are taking an additive approach, steadily improving the self-driving stuff that's already legal. They can apply these technologies in the real world and prepare for a big leap.Google, by contrast, has to get everything right with its Utopian vision in order to pass regulatory muster. That said, a true Level 4 car would be extremely cheap, given that it wouldn't need much in the way of safety technology and could thus be very lightweight. So hidden in Goldman's prediction is a potentially dramatic reduction in the cost of vehicular mobility. <div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div> 4. Power shift to mega suppliers: We estimate that meeting CO2 emission volume regulations will cost automakers US$2,500 per vehicle or US$25bn in total (global automakers generated EBIT of around US$120bn in 2014). This represents a business opportunity for component makers that improve the environmental credentials of vehicles. We expect the presence of mega suppliers to expand as more alliances are formed to reduce upfront cost burdens. Goldman is narrowcasting here by focusing on the CO2 front, but the overall assessment is prescient. The global auto industry currently runs on a "just in time" lean-manufacturing model, so assuring an abundant and ready supply of parts is critical. This should drive plenty of future consolidation and M&amp;A activity in the supply chain. <div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div> 5. New entrants afoot: The appearance of autonomous driving and EVs is removing auto business entry barriers. Technology companies, including Google and Apple, are showing interest in the auto business. However, outsiders still face many difficult business hurdles, including production system, collision safety, and dealer network issues. Nope. There are really three things going on when it comes to "new" car companies. First, Tesla is trying to validate a high-end electric vehicle model. But the vast majority of the auto industry is and will continue producing gas-powered cars. Second, Google is pioneering a entirely new model of mobility: the Google Car is designed to be an autonomous, self-aware, networked node in a mobility matrix. It points strongly toward a bet on de-ownership of personal <keyword id="34991" type="ORGANIZATION" weightage="60" keywordseo="transportation">transportation</keyword>. Third, Apple is likely aiming to improve the user-interface of the automobile; Apple typically takes existing technology and Apple-izes it. This is largely a design problem, but Apple could be building some type of actual vehicle to use as a test platform. So, actually, we only have one meaningful new entrant, Tesla. Obviously, other newish entrants may emerge - a big question is whether Chinese automakers will ever see a need to export, given the massive potential size of their domestic market. But non-traditional disruptors in the industry have not, and really never, fared well. <div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div> 6. Connected cars and shared mobility: The use of vehicle position information and running data is likely to increase car share. Vehicle utilization is less than 5% and ownership costs are high. In Shanghai, for example, it costs US$12,000 to acquire a license plate. Connected cars could lead to changes in business models adopted by insurers (which rely on auto insurance for about 30% of revenues). Nope. Car sharing works up to a point, in highly urbanized environments where ownership doesn't make financial sense. Car sharing also works for people who are new to the labor markets and low down the income ladder. But for most of the developed world and increasingly much of the developing world, convenience trumps sharing. The great thing about owning a car is that you can jump into it and go someplace on a moment's notice, no tech required. Ultra-cheap cars make the ownership case even more appealing. Additionally, the entire auto industry is build on a credit model - car makers don't sell cars, they sell car loans - and de-ownership would undermine an important source of capital for a capital-intensive business. <div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div> 7. Shift to emerging markets: Motorization in emerging markets continues unabated. By 2025, we expect China to have 35 mn vehicles and India 7.4 mn vehicles. Automakers must offer affordable cars that will sell and be profitable, but we see scope for a shift to larger and higher-end vehicles. Amid increasing concern about CO2 emissions, the ability to offer affordable fuel economy technologies will be a major focal point even in various emerging markets. A bit of a wildcard. China is set to be huge market, but its unclear whether it will be an efficient and competitive market. So far, it's Western automakers that have benefitted most from Chinese motorization, through joint ventures with Chinese car companies. A looming problem for the Chinese market is an excessive number of manufacturers competing for market share in a market that's centrally managed. Contrast this with the US market, which is the best in the world right now, even though it will top out at half the size of the Chinese market by 2025 (17-18 million new cars sold annually, versus 35 million in China). When it's operating correctly (i.e., not in a depression), the US market is well-oiled money-generating machine and a powerful engine for innovation, due to the shared stake that the government and citizens have in a healthy environment. Transparent credit flows, a relatively coherent method to execute recalls, and an abundance of established marketing channels as well as a robust automotive media also mean that it's easy, if not inexpensive, for automakers to connect with customers and sell the vehicles. <div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div> Additionally, an Indian market of 7.5 million is not all that great. Mobility in that country isn't shifting as decisively toward traditional cars, trucks, and SUVs as it is in China. Scooters, motorcycles, and mopeds remain popular. Plus, unlike in China where the luxury market is making a greater contribution, India is developing a reputation for providing basic mobility at very lower prices. Pursue that model, and you have sell A LOT of cars to make real money (for an historical example, see Volkswagen and the original Beetle). So the bottom line is that Goldman's analysts have nailed it with three out of seven megatrends. The other four, however, are up for considerable debate. <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/how-to-burpee-full-body-workout-2015-3">This simple exercise will work out every muscle in your body</a></h3> <div> <div> <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="lyeGY3dDqIOrfWUeyzqcSzvAuvKi9t3n" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div> </div> </div> </div>

Is Goldman Sachs right that 7 megatrends will dominate the global auto industry's future?

<ul><li>Ad &amp; Media Insider’s latest property Storyline, brought to you in association with <keyword id="1959531" type="General" weightage="20" keywordseo="wattpad" source="Orion">Wattpad</keyword>, one of the world’s most loved <keyword id="282281" type="General" weightage="20" keywordseo="storytelling" source="Orion">storytelling</keyword> platforms, endeavors to decode what storytelling stands for today. </li><li>Today, we bring you highlights from our first three episodes where we discuss how marketers and advertisers are navigating new mediums and innovating to tell engaging stories in today’s highly dynamic world.</li><li>Watch <keyword id="4332869" type="General" weightage="20" keywordseo="pg-aditiya" source="Orion">PG Aditiya</keyword>, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney Bengaluru, <keyword id="2289556" type="General" weightage="20" keywordseo="rajdeepak-das" source="Orion">Rajdeepak Das</keyword>, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett and <keyword id="336063" type="General" weightage="20" keywordseo="sonal-mishra" source="Orion">Sonal Mishra</keyword>, Associate Vice President- Marketing, <keyword id="6630114" type="General" weightage="20" keywordseo="unacademy" source="Orion">Unacademy</keyword> talk about creativity and what it takes to tell successful stories in today's world.</li></ul>Stories are almost as old as human existence and with time, storytelling has evolved, hand-in-hand with human evolution. It has been an important part of our history and will continue to be an intrinsic part of our future too. In today’s digitally-driven world, where almost everything is happening online, storytelling continues to be at the heart of it all, albeit in different forms. Brands are still trying to find new ways of telling stories that engage with the consumers, and help the brands seamlessly become a part of their lives. Ad &amp; Media Insider’s latest property Storyline, brought to you in association with Wattpad, one of the world’s most loved storytelling platforms, that endeavors to decode what storytelling stands for today, how marketers and advertisers are navigating new mediums and innovating to tell engaging stories in today’s highly dynamic world. Here are some key takeaways from our first three episodes: Episode 1: PG Aditiya, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney Bengaluru Dentsu Webchutney in 2021 was the highest scoring Indian agency at the Cannes Lions this year, for the second year in a row. This year, the agency got 20 shortlists, bringing home a total of 7 Lions. So we tried to understand what storytelling means for this dynamic young agency. Mediums and Creativity Both PG Aditiya, Chief Creative Officer, dentsu Webchutney and Pooja Manek, creative director, dentsu Webchutney have been responsible for crafting some of the agency’s most-loved campaigns over the last few years. We got to talking to them about how writing for the internet has impacted long-form writing and Aditiya started off with, “If long copy was Julius Caesar, then the internet is Brutus, with the last stab.” And truly, the internet has often been accused of killing long copy. However, Aditiya feels it has given birth to a new writing aesthetic. Today it is not simply about crafting a great video, it could be about writing that perfect tweet or creating that engaging reel. “We have a joke within the team, that if a tweet is taking more than 15 minutes, its not worth it. There are so many trends everyday and at times, brands try too hard to get the most manufactured tweet with very engineered writing. And that’s when you get caught. We all make the mistake of thinking that the younger audience, especially Gen Z, are kids. But honestly, it's time to consider them as grownups and trying too hard comes across as a red flag for them,” explained Manek. What works today On what works in today’s world, Manek says, “Today, it’s no longer about something that is embraced and enjoyed. It is more about what travels. For GenZ, it is usually quid pro quo, you have to give them something for them to give you something back. It's no longer about hard selling, or over-engineering, it's about giving them something to chew on, and that’s how you get their attention.” The internet is also an ephemeral medium. So how does one create engaging stories for the medium? “We try to spend less time on the theory of it and just make sure that whenever one of us has something that's worth not letting go of, we try to make it work,” added Aditiya. User-Generated Content: The Secret Sauce The advent of social media has also given consumers a voice today and user generated content has become an important tool for many brands. Webchutney has come up with a lot of social media campaigns that have gone on to generate UGC, making brands the talk of the town and part of a lot of trends. Talking about one such campaign they did for Tinder, Manek said, “For Tinder’s Valentine’s Day campaign, we were doing something around moving on. We were thinking of a few ideas and we realized that the digital age has made it harder for us to move on because you might want to move on but then you get reminders on different platforms. We all have so many pictures stored on our phones that we don’t delete maybe because we are attached to the memory, or we look good. So we launched a photoshopping service for two days and asked people what they wanted to replace their exes with. And we kept getting requests and replaced people with pizzas or wine. So we ended up photoshopping pictures for close to 36 hours, and that’s the power of UGC. We couldn’t have done it without people actually sharing those pictures. So you give the consumer something which is worth it and you just empower them and then magic happens.” Aditiya said that this idea also busted the myth that you need some kind of incentive to make a UGC campaign work because at the end of it, consumers were not exactly winning something but were simply ‘Axing their Exes’. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="3" retweetcount="5" status="LIVE | Join @PGAditiya, CCO, @webchutney and Pooja Manek (@boredmanek), Creative Director, @webchutney in conversat… https://t.co/yH7WRSlYK4" createdat="1644924610000" id="1493548184102080513"></div> Episode 2: Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett Rajdeepak Das, the chief creative brain at Leo Burnett is often considered to be one of the most experimental and innovative creative storytellers in the country and a discussion around storytelling would have been incomplete without a conversation with him. In our 2nd episode, we caught up with Das who talked to us about his storytelling journey and how he has evolved as a storyteller, with the evolution of mediums and consumers. He tells us that his love for storytelling started as a child, when his mom would tell him stories from Panchatantra or Mahabharata. “My mother would enact a lot of those stories and I would be awestruck. And when a storyteller is asked ‘And then?’, that’s when you realize the power of storytelling. That’s exactly what we are doing while scrolling social media platforms, looking for our ‘And then’ on these mediums. And I feel, till the time humans are on this planet, the mediums will change but the navarasa won’t,” he said. The Creative Intuition For every creative professional, there is usually a method behind all the madness. For Das, who says he is bad at most languages he has tried to learn, it is more about understanding the human feelings than understanding a language. “For any creative person, it is all about having an intuition, to understand why people say what they say and do what they do. As a creative, you have to have an intuition about what will work for consumers. You have to dream of what people want and then create something out of it,” he explains. He also adds that the best way of bringing these dreams to fruition is by realizing that it can no longer be a one-man show. “Gone are the days when people would consider themselves God and think they know everything. That is impossible today. In today’s world, the only way of creating wonderful stories or bringing our ideas and intuitions to a proper execution is by ensuring you work with people who are smarter than you,” he added. Finding solutions to human problems Earlier this year, <keyword id="261687" type="General" weightage="20" keywordseo="leo-burnett-india" source="Orion">Leo Burnett India</keyword> launched ‘StreetEye’, a motorcycle mounted device to help map potholes in real time which had the potential of saving thousands of motorcyclists from accidents and mishaps for digital general insurance brand, ACKO. The agency used technology to solve a basic human problem, and according to Das, that is what <keyword id="35666" type="General" weightage="20" keywordseo="advertising" source="Orion">advertising</keyword> should be about. “If I were to reflect on what advertising is all about today, I don’t believe in storytelling. It is all about finding human problems and solving them. Once you are able to do that, you will automatically create stories. And that’s what we did with ACKO’s StreetEye. The brand said, we don’t want to be just about insuring people. We want to get two step ahead and talk about protecting people. We didn’t want to talk about the cure; rather we wanted to do something to prevent the accidents from happening. And this is just one part of it. Everyday, we are working with brands like Reliance, Ariel, Tide, CarDekho, Airtel etc where it is all about using innovation to solve everyday human problems. A consumer doesn’t want advertising, he doesn’t want to buy things. If you are able to become a part of their lives by solving their problems, people will come to you,” said Das. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="4" retweetcount="4" status="LIVE | Join Rajdeepak Das, CEO &amp; Chief Creative Officer – South Asia, Leo Burnett in conversation with… https://t.co/9f6u7Qr99z" createdat="1645097410000" id="1494272960705675264"></div> Episode 3: Sonal Mishra, Associate Vice President- Marketing, Unacademy Storytellers, since time immemorial, have been exploring formats of narration that span nearly every conceivable gamut. And a lot of brands, in the early days of digital marketing, would stick to short videos. At the same time, there are brands that have been part of long-form stories, where they have seamlessly become a part of the narrative. In the past few years, we have seen Unacademy do that again and again, be it with its association with The Viral Fever (TVF) for hugely popular web series like Kota Factory and Aspirants, or its recent talked-about IPL ads. The brand has, time and again, used long-form content to draw audiences into their narrative, and it has largely worked for the most part. To understand the brand’s secret sauce, we caught up with Sonal Mishra, Associate Vice President- Marketing, Unacademy, who took us behind the brand’s thought process and what has helped them stand out. Crafting clutter-breaking stories Over the years, digital has become a highly cluttered medium where everyone is trying to grab eyeballs where there is limited mindspace. So what are a few factors that Unacademy keeps in mind while crafting its stories? “As a brand, we try to be unique and do the unexpected, but at the same time be relatable and believable. The emotions one derives and the value that you add is what stays with the audience for a very long time. So it's very important to be relatable and believable. Having said that, it is also important to tread on different routes that meet the consumer at different touchpoints in their journey. So it's very important to latch on to a stronger human insight to build that consumer connect,” shared Mishra. For Unacademy, the goal is to engage with learners across the countries, be it in the metro cities or the smaller Tier II and III cities. Therefore, collaborating with platforms and creators who can help them reach out to a larger audience has been at the core of their associations with the popular TVF webseries. “Whatever we do is about becoming a part of our consumer’s life cycle, connecting with them by addressing a topic they can relate to. Our recent property Unacademy Unwind, which was all about music and unwinding hit a different chord altogether. Another campaign we did called Mistakes – the Greatest Teacher, did very well. The campaign said that Unacademy doesn’t just stand for clearing exams or being successful, it also stands for the journey you took. These are a few things that have helped us stand out,” she explained. Creating campaigns by listening to consumers Brands that are able to listen to their consumers, catch their pulse and create content pieces around those insights are usually the ones to woo them. Unacademy has been able to break the clutter through a lot of its recent campaigns. So what is their feedback mechanism that is helping them craft their communications? “Its not that we have figured it all out and know these are the secret ingredients that can make a piece of content work. It's a constant learning for us as well. But the benefits of these partnerships, initiatives, associations have been huge. They've helped us amplify the reach for the brand, build trust and penetrate deeper into the country. There were a lot of learnings from our associations like Kota Factory and Aspirants that we would like to better in the next property that we create. There have been a lot of pluses and we are learning at each step,” she added. Long-form vs short content While a lot of brands have been focusing on creating shorter, bite-sized content, Unacademy has associated with TVF and created highly talked-about webseries that have become a part of pop culture. Why did the brand choose long-form content over shorter content at a time when people are constantly talking about decreasing attention spans? “Understanding the psyche of the audience helped us. A strong story is something we mutually work on with our partners, but at the same time, from a brand standpoint, we have always ensured that the product integrations are so seamlessly weaved into the story into the content, that it doesn't actually disrupt the flow of the story and the audience can continue to enjoy and get entertained. So that is something which we are very conscious of. And that's why whoever we partner with also find the entire journey exciting,” said Mishra. Watch the full episode here: <div type="twitter" handle="admediainsider" handlename="Advertising and Media Insider India" image="http://pbs.twimg.com/profile_images/1281482517443305472/8RPcjmow_normal.jpg" favoritecount="2" retweetcount="2" status="LIVE | Join Sonal Mishra, Associate Vice President, Marketing at @unacademy in conversation with @AshwinRaghunath a… https://t.co/51eEJystug" createdat="1645443009000" id="1495722508720349184"></div>

You Searched For "motorcycle accidents in india" and got 8 results

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