National Road Safety Month: Volvo Car India draws attention to zebra crossings

With a unique road safety campaign that drew public attention towards the widely-ignored zebra crossings in the country, Volvo Car India believes education and art have the power to bring a mindset shift in people behaviour.

By Mayank Dhingra calendar 31 Jan 2025 Views icon2036 Views Share - Share to Facebook Share to Twitter Share to LinkedIn Share to Whatsapp
National Road Safety Month: Volvo Car India draws attention to zebra crossings

Volvo Car India recently undertook an innovative road safety campaign, wherein the company collaborated with renowned Indian artist Subodh Kerkar, founding director of the Museum of Goa. The idea of the partnership was to leverage art to draw public attention towards the cause of improving road safety.

As part of the National Road Safety Month (January 1 to 31, 2025), the company’s campaign – ‘The Most Ignored Painting’ – aimed at zeroing public focus on zebra crossings – which witnesses widespread ignorance in India. The zebra crossing painted by Kerkar on a busy intersection was monitored and captured by the company to unravel the rampant disregard by motorists, thereby causing safety risk for other road users, particularly pedestrians.

The initiative aimed at driving a key social message around the importance of road markings, and following safe driving practices. “India ranks highest when it comes to road accidents and fatalities, and it is critical for the entire ecosystem to collaborate to drive change. When it is conveyed through art, the message stays with the audience,” says Jyoti Malhotra, Managing Director, Volvo Car India, in this interview.

VIDEO:

RELATED ARTICLES
Deep Drive Podcast: Car Sales in FY2025 Analysis Video

auther Autocar India calendar28 Jun 2025

We analyse car sales for FY2025 and talk about data, trends, and the winners and losers.

'Car Care Market in India Likely to Register 4.7% CAGR by 2030': Vivek Mohan

auther Autocar Professional Bureau calendar25 Jun 2025

In this interview, Vivek Mohan, Director, Vista Auto Care, reveals the factors that are driving the significant growth i...

Deep Drive Podcast: Why Star Ratings aren’t the Ultimate Stamp of Safety

auther Autocar India calendar21 Jun 2025

The latest episode of the Autocar Deep Drive Podcast explores whether crash test ratings truly reflect the full picture ...