HMSI rolls out 'Safe Riding with Chhota Bheem' initiative

New Delhi, January 15, 2014: The latest to ride the safe riding habits among children mantra is Honda Motorcycle & Scooter India (HMSI). The two-wheeler manufacturer has announced that it has partnered with the children’s TV channel Pogo and popular cartoon character Chhota Bheem to promote safe riding in India.

HMSI sees synergy and brand fitment in Chhota Bheem, who is the role model to not just small kids but entire families. In his exploits with his friends in Dholakpur village, the Chhota Bheem character conveys all the aspects of a superhero – be it strong values, might, courage, discipline or learning. According to HMSI, ‘Honda Safe Riding with Chhota Bheem’ events will soon be organised in 11 cities across India where Chota Bheem will engage and interact with kids and people. This will include safe riding tips, painting competitions and interactive programmes to drive home the message of road safety.



Furthermore, all HMSI dealerships will carry new POP material to spread road safety awareness among children, supported with free distribution of road safety education material in schools.

The national inaugural at Delhi will be followed by the launch at Jaipur, Indore, Lucknow, Bhubaneswar, Kolkata, Chennai, Bangalore, Ahmedabad, Greater Noida and Nagpur.

“As HMSI expands its production capacity, the social responsibility of the company is getting bigger. Honda together with Chhota Bheem shall spread the message on importance of road safety across the country”, said Keita Muramatsu, president and CEO, HMSI.

“Safe riding is Honda’s priority worldwide and in India too. Research showed us that not just 73 percent kids between 4-14 years but also a high percentage of parents regularly watch Chhota Bheem. Hence, it was an obvious choice for Honda to align with Pogo and we are delighted to welcome Chhota Bheem. With his lively presence, Honda will spread safety message forward among kids and their families,” said Y S Guleria, VP (Sales & Marketing), HMSI.

HMSI’s initiative is on the same lines as the one from India Yamaha Motor which, on January 9, launched a new mascot to promote a Yamaha Children Safety Program to educate and influence both parents and children about vital road safety measures.

SHOBHA MATHUR

Photograph:HMSI’s CEO Keita Muramatsu launches the new safety campaign for children.

See ‘India Yamaha to add 300 touchpoints during 2014; targets sales of 620,000 units’

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