India. A land of 330 million gods.

Also the land with the highest rate of road fatalities in the world, of which 25% involve two-wheelers.

It’s time to get serious about road safety, and helmets in particular.

And what better way to spread awareness than to invoke the gods themselves?

In a unique initiative, the Indian Head Injury Foundation has partnered with O&M to come up with a quirky ad on helmets.

If the gods who protect you also protect their heads, shouldn’t you?

Watch ‘What Gods Wear Before They Ride’ by the Indian Head Injury Foundation:

Some things are meant to be broken, some things are even safe even when broken. Watch this Indonesian drama about a woman’s investigation into her fiancé’s past, ‘Broken Vase’.

Article by Manisha Nayak in Good on April 24, 2015