Respect The Road wanted to a Mascot to be the face of its efforts . A mascot that would be a
relatable but at the same time communicates the message sternly to the public. In the North Indian state of Haryana the figure of Tau (literally ‘Dad’s elder brother’) commands respect due to his stature in the family hierarchy. Thus the mascot was created as “Traffic Tau”. Traffic Tau is a Haryanavi man, dressed in white dhoti, blue jacket and red pagri with a lathi, often seen on the roads promoting the message of road safety and providing a helping a hand to the Gurgaon Traffic Police.
The mascot was launched in gurgaon in 2011 in association with Gurgaon traffic police, leading taxi and chauffeur companies, and Radio City. Owing to huge popularity, Gurgaon Traffic Police adopted Traffic Tau as its official mascot, a first of its kind step for any Traffic Regulation Body. Celebrated Bollywood actor Chandrachur Singh played the role of Traffic Tau for the campaign launch.
Traffic tau was promoted both digitally and on-ground. Traffic Tau’s slogans on road safety were promoted at busy intersections throughout the city of Gurgaon in form of posters and hoardings. On several occasions, real live Traffic Tau could be found working with the traffic police. Traffic tau’s road safety messages were also promoted digitally on facebook and twitter.