Mumbai, Oct 26: Scratchpad, an integrated creative and growth solutions company founded in Belgaum, has won gold at the regional level and silver at the national level in the ‘Video for a Cause’ category at Foxglove 2026, an awards platform recognising emerging agencies and their creative work, for its PSA campaign ‘Pehnoge Toh Bachoge’, created for Vega Auto. The campaign highlights a common yet often overlooked road safety behaviour in India: carrying a helmet without actually wearing it.
The campaign addresses a common road safety concern: riders carrying helmets without wearing them. Moving beyond product promotion, the 60-second film follows three everyday commuters navigating Mumbai’s roads, building towards an accident that is never explicitly shown. Its central message is simple: carrying a helmet is not the same as wearing one.
Distributed across Meta, YouTube and other social platforms, the campaign crossed 10M+ views, with a significant share generated organically. It also secured coverage across 50+ publications, extending its message beyond Vega Auto’s owned channels.
Pranesh Bajikar, CCO, Scratchpad, who attended the awards, said, “According to the Ministry of Road Transport and Highways’ 2023 report, 31.6% of road-accident fatalities involved people who were not wearing helmets. This highlights why road safety communication needs to go beyond awareness and address everyday behaviour. With ‘Pehnoge Toh Bachoge’, we wanted to reinforce a simple but important message: carrying a helmet is not enough; wearing it matters.”
Sudharshan Jadhav, Director, Marketing, Scratchpad, added, “We are grateful to the Vega Auto team for their collaboration and to our team for bringing this campaign to life. We look forward to building on this work and creating more meaningful campaigns going forward.”
The campaign was directed by Nihar Palwe, written by Siddharth Salgaonkar, and produced in collaboration with production partner Desi Cut Pro.The film was brought to life by the Scratchpad team comprising Pranesh Bajikar, Vishwajeet Herekar, Subodh Jadhav, and Vinod Suppannavar.
The recognition reflects Scratchpad’s approach to strategy-first creativity, using human insights to develop communication that delivers impact beyond brand visibility.
