Fake automobile parts are part of a growing counterfeits business worldwide estimated to be US$12 billion worth every year, but the question is: Are consumers budget driven or they just lack the awareness of danger and risk of using fake parts?

According to a survey conducted while back by AC Nielsen in Saudi Arabia, 92% of those asked knew about fake parts and 64% claimed they had never knowingly used fake part. The survey revealed that there three main motives behind using fake parts in KSA; cost, availability and lack of awareness of alternatives.

"Fake parts can kill" a message that Toyota is trying to deliver to the audience through a recently launched campaign created by GMASCO – Dubai. 

Creative Agency: GMASCO, Dubai
Art Director: Harshad Badbe
Copywriter: Shantesh Row
Photographer: Kundan Raut
Designers: Akbar Ibrahim, Murali KT
Account Manager: Lester Fernandes
Account Planner: Anish Pandit