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The Most Ignored Painting
Client
Volvo Car India
Date
2025
Role
Head Strategist
In India, every fifth road death is a pedestrian - often because motorists ignore zebra crossings. The insight was while art in museums is revered, life-saving art on roads is ignored. During National Road Safety Month, Volvo partnered with artist Subodh Kerkar to create his most 'Ignored Art’ - a hand-painted, signed zebra crossing that turned a routine safety marking into a national provocation, forcing authorities and citizens to confront what they’ve been driving past every day.
50M+ earned PR | 300% brand conversation lift | 850+ crossings geo-tagged | 98% positive sentiment.
Awards
2 Baby Blue Elephants - Kyoorius 2025
1 Cannes shortlist - Direct - Use of Events & Stunts
