IRF partners with PVR Inox to improve road safety awareness

In a bid to improve road safety awareness, the International Road Federation (India Chapter) has partnered with PVR Inox to exhibit a short anthem and film on road safety across the multiplex giant’s screens. The one-minute-long video will be screened in PVR cinema halls from January 19 to January 25, 2024. 

IRF has tied up with PVR under a forum for a coalition of public-private partners in road safety. The forum has signed up with various corporates and NGOs to collaborate and work together to promote and improve road safety in the country, IRF President Emeritus KK Kapila said while launching the video. The Ministry of Road, Transport and Highways, and companies including Maruti Suzuki India, Military Engineering Services, AIIMS, 3M India, World Bank, DRDO, and Intel Technology, are also part of the coalition. 

“Through this initiative, part of our CSR program, we plan to educate and improve our consumers about road safety. We are also making road safety an integral part of our employee training program,” PVR Inox Senior Vice President for Corporate Communications and Corporate Social Responsibility Deepa Menon said. 

Reducing road accidents has been in focus recently with Road Minister Nitin Gadkari expressing his concerns on the increase in the number of road accidents. As per the government data, the number of road accidents increased by around 12% to 461,312, which claimed 168,491 lives and injured 443,366 people. Gadkari has said the reduction in accidents is the top priority of the government, and targets to reduce the numbers by half by 2030.