MUMBAI: Hyundai Motor India in association with the Ministry of Road Transport and Highways (MRTH) has released a road safety film aimed at creating a positive change in the society and inspire people to adhere to traffic rules. The film marks phase II of #BeTheBetterGuy road safety initiative by Hyundai since 2016 and draws attention to critical issues pertaining to road safety such as underage driving, don’t drink and drive, usage of mobile phone, over speeding and violation of traffic signal.
Hyundai Motor India managing director and CEO YK Koo says, “Through this campaign, we want to spread the message of road safety and create strong awareness within communities for a positive behaviour change. We want to make this campaign a mass movement in India in association with Ministry of Road Transport and Highways.”
The Safe Move – Road Safety awareness film is unique in nature as it highlights various situations in our day-to-day life and suggests actions which can prevent mishaps. The messages in this film revolve around creating innovative content, emphasising to ‘Be The Better Guy’ in an adverse situation. Safe Move is Hyundai Motor Group’s key CSR initiative across the globe. The film features Hyundai’s corporate brand ambassador Shah Rukh Khan promoting road safety practices.
Phase II of ‘Safe Move – Road safety’ campaign will continue until the end of 2017. The initiative also has an offline road safety activity in association with MRTH at 150 schools in 15 cities and 14 malls in six cities. The campaign will also be promoted in prominent cinema halls in the top 20 cities.
Phase I of Road Safety Campaign #BeTheBetterGuy in 2016 was a big success clocking over 3.84 million views and has won prestigious awards on Road Safety campaign by eminent Indian media. Along with digital films, Hyundai also conducted on-ground Road Safety activities like the school contact program and resident contact program, which covered over 90,000 students in 142 schools and 23,000 residents in 146 resident welfare associations in 10 cities across India.
