Mumbai Mumbai: Mirchi Mumbai, in collaboration with RTO Mumbai, recently concluded a road safety campaign that left an indelible mark on the city. From February 24 to 28, the ‘Toote and Foote’ initiative took over the streets of Mumbai, turning the casual indifference of “what difference does it make” into a conversation that could not be ignored. Designed to make people rethink their reckless road habits, the campaign blended humour with a hard-hitting message to explain the importance of traffic safety.
For five days, Mirchi’s quirky and accident-prone mascots, Toote and Foote, became unforgettable figures on the streets of Mumbai. Wrapped in bandages, limping, and suffering the consequences of reckless driving, these two characters depicted in a fun way what happens when traffic rules are ignored. Their cheeky slogans such as “Signal break-up? Break it! Helmet nahi pehna? Don’t wear it! Then get broken-up just like us!” made a huge impact when they met them at busy traffic signals, railway stations and college campuses. With their lively presence, they made direct contact with commuters, bikers and pedestrians, and made road safety a topic of discussion through a mix of satire, wit and undeniable reality.
But the impact was not just on the roads. The campaign extended to the airwaves of Mirchi Mumbai, with a specially curated audio series that amplified the message even further. Through a mix of interactive segments, engaging conversations and satirical observations, Toote aur Foote introduced their unique brand of humour to radio listeners. The series featured fun yet thought-provoking conversations with pedestrians, traffic police and everyday commuters that made people laugh while also making them realise the potential dangers of ignoring road safety norms. Mirchi RJs also joined in the fun, adding their distinctive style to their message and ensuring that the message reached thousands across the city.
