TVS Motor Launches Ad Film – Protecting Little Riders
TVS Motor Company (TVSM), a renowned global automaker specializing in the two and three-wheeler segments, has unveiled its latest campaign, “Protect Little Riders,” as a pivotal component of the #TVSRide4Safety initiative. This distinctive endeavor by TVSM is geared towards raising awareness about the safety of children riding on two-wheelers, addressing the obstacles hindering the widespread adoption of helmets for young pillion riders.
Despite existing government regulations, instances of children riding pillion without helmets remain alarmingly high. This unexpected behavior stems from parents’ inherent focus on their children’s well-being. Through research and engagements with parents, several reasons for the reluctance to adopt helmets for children have been identified:
- Misconception of Safety: Parents often perceive control over the vehicle as providing sufficient safety for their children.
- Perception of Lower Risk: Proximity to the destination creates a false sense of reduced accident risk.
- Limited Availability of Options: Lack of suitable helmet choices for children adds to the challenge.
To address these issues comprehensively, the TVSRide4Safety initiative adopts a dual-pronged strategy: fostering awareness regarding helmet adoption and developing a range of helmets specifically tailored for children. To support parents in making informed decisions, a dedicated website has been established, offering essential guidance on selecting the right-sized headgear for their children’s safety during two-wheeler rides.
Aniruddha Haldar, Senior VP (Marketing) – Commuters, Corporate Brand & Dealer Transformation at TVS Motor Company, emphasized the campaign’s straightforward message: Wear a helmet, ensure your child wears a helmet, and prioritize safe riding practices. He invites parents to join hands in the Protect Little Riders campaign, recognizing the critical need to change behaviors for the safety of children.
Protect Little Riders forms an integral aspect of the broader #Ride4Safety Campaign, reflecting TVS Motor Company’s commitment to addressing societal concerns and actively contributing to a safer environment for young riders.
Subramanyeswar S. (Subbu), Group CEO of MullenLowe Lintas Group & Chief Strategy Officer – APAC, MullenLowe Global, lauded the initiative as a crusade rather than a mere campaign. He highlighted the urgent need to rectify the widespread oversight of children riding without helmets and commended TVS Motor for spearheading efforts to instigate behavioral change among adults, promoting a culture of safety and responsibility.
TVS Motor Company aims to educate and encourage consumers to pledge their commitment to embracing safety measures to Protect Little Riders.
This National Safety Day, individuals are encouraged to join the movement towards safer roads for young riders by pledging their support to the TVSRide4Safety initiative. For more information on the campaign and to take the pledge, visit https://www.tvsmotor.com/about-us/tvsride4safety.
Follow Us On Instagram