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.
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