TVS has taken a significant step towards ensuring the safety of the youngest members of our community with its ‘Protect Little Riders’ campaign.
This initiative, part of the broader #TVSRide4Safety program, focuses on raising awareness about the safety of children on two-wheelers and addresses the barriers hindering the adoption of helmets for young pillion riders.
Understanding the Issue
Despite government regulations, the instances of children riding pillion without helmets remain alarmingly high. The surprising aspect is that children, who are typically the center of their parents’ attention, are often found without the necessary headgear.
Through studies and interactions with parents, TVS Motor Company identified key reasons for this lack of helmet adoption:
- Blind Spot – Illusion of Safety: Parents may falsely believe their control over the vehicle ensures the safety of their child.
- Blind Spot – Proximity of Destination: A misconception that being close to the destination lowers the risk of accidents.
- Lack of Availability of Options: Limited options for helmets specifically designed for children.
The TVSRide4Safety Initiative
TVS Motor Company takes a two-pronged approach to tackle these issues. The initiative aims to raise awareness about helmet adoption for children and simultaneously develop a range of helmets tailored to kids.
A dedicated website has been established to provide parents with essential information to help them choose the right headgear size for their children’s safety during two-wheeler rides.
An Urgent Call to Action
Aniruddha Haldar, Senior VP (Marketing) – Commuters, Corporate Brand & Dealer Transformation, TVS Motor Company, emphasizes the urgency of the campaign.
The message is clear and straightforward: (1) Wear a helmet, (2) Ensure your child wears a helmet, (3) Ride safe.
‘Protect Little Riders’
The campaign is not just a marketing effort; it’s a crusade for a safer road environment for our children. Subramanyeswar S. (Subbu), Group CEO, MullenLowe Lintas Group & Chief Strategy Officer – APAC, MullenLowe Global, applauds TVS Motor Company for undertaking this serious behavioral change initiative.
He highlights that ‘Protect Little Riders’ is more than a campaign; it’s a commitment to creating a culture of safety and responsibility.
Summary
TVS Motor Company’s commitment to addressing concerns within the ecosystem is evident through the #Ride4Safety Campaign. ‘Protect Little Riders’ is an integral part of this initiative, demonstrating the company’s dedication to driving positive action in the community. The campaign underscores the importance of collective responsibility in ensuring a safer environment for young riders.