The observance of Road Safety Week at tyre manufacturer Ceat Ltd began on  January 10, 2015 with a nation-wide road safety drive that spread awareness about importance of adopting safety measures while driving to make India's roads safer.

Ceat engaged with over 500 children in Mumbai across the 5-10 year age group under their campaign titled ‘Drive Safe Dad’. The campaign is aimed at educating them in the nuances of safe driving in a fun way whereby children are encouraged to pass on road safety messages to their parents which will have a larger impact on them. As a part of this campaign, Ceat also recorded safety messages from the children that will be relayed to their parents throughout the Road Safety Week through their mobile phones making it difficult for parents to miss and is bound to have a bigger impact.

The children also shared their experience of travelling in vehicles with their parents and what they felt about road safety. A session was conducted on the correct manner of honking, use of zebra crossings, slow driving near schools and colleges, wearing seatbelts and helmets as some of the critical measures in road safety.

Commenting on this initiative Nitish Bajaj, vice-president (marketing), Ceat Ltd, said, “During this year’s Road Safety Week, we have decided to engage with the kids because we wanted to catch them young. We hope to create awareness through such initiatives to ensure safer roads for everyone.”