Reckless driving: Zebra crossing

I think the visual with just a tagline: "Respect the pedestrians" or "Watch out for the zebra crossing" would've worked better. It's kinda strange to tell the pedestrians that their life is precious. They know that. Also, if you are telling them to use the zebra crossing, why is the visual showing the zebra crossing made up of tombs? It suggests that the zebra crossing isn't safe.

You're dismissing the brief – this is obviously an awareness campaign aimed at the pedestrian, not the driver.

If this is aimed at the pedestrian, this is confusing. Using the zebra crossing (never heard of that term before) does not guarantee the fast driver will stop or obey, or anything. I think it should be done differently so as to be aimed at the drivers. They are the ones in the 'weapon' that will cause the harm.

In India, motorists and pedestrians alike blatantly disregard traffic rules. Pedestrians will cross the road, anywhere they please, because it's convenient that way. Now motorists do have some degree of respect for the "zebra crossing". They will slow down to let pedestrians pass even if they may not stop. Considering this, the zebra crossing is indeed relatively safer.

So the message might have been "Use the pedestrian crossing. Or pay the price."

There is a nice point the creatives have in this ad. However, the challenge is too big to digest for the audience.
Pedestrians, zebra crossings and tombs constitute a meaningful triangle. The audience should dechipher that the light seen between tombs which stand for life itself. My opinion is, still the message is clear but the visual ays on a lower level compared to what was aimed by creative people. Maybe they are innocently satisfied with their work.

just wandering.. maybe the copy should be " use zebra cross, or else "

The line is just perfect for the idea & perfect execution. Please do not be that literal in the World of Advertising. Remember the theory of fascination - the consumers are not morons (to paraphrase David Ogilvy); they love a tweak of reality. Let the sub-conscious have a say: that's the power of advertising in play. Kudos to Mr Piyush Pandey again!

Entendí la pieza apenas la vi y sin necesidad de abrir el documento en grande, el mesaje es bastante directo. Estoy de acuerdo con el comentario anterior, en nuestro entorno se tiende a subestimar a los consumidores.

Me encanta! pero yo le hubiese puesto un poco más de ganas al copy.