TVS Motor Company, a leading two- and three-wheeler manufacturer has announced its campaign, ‘Protect Little Riders’ as a part of #TVSRide4Safety initiative. This initiative aims to spread awareness on safety of children on two-wheelers and addresses barriers for adoption of helmets for young pillion riders.
The company says despite the government regulations, the incidences of children riding pillion without helmets are high. Children being the centre of attention to their parents makes this behaviour unexpected. After studies and interaction with parents, the following reasons have been identified for the lack of helmet adoption for children:
- Blind Spot – Illusion of safety with vehicle in the parent’s control.
- Blind Spot – Proximity of destination hence lower risk of accidents.
- Lack of availability of options.
As a two-pronged approach to the above, the TVSRide4Safety initiative aims to raise awareness for helmet adoption and development of a range of helmets specific to kids. A dedicated website has been created to provide parents with essential information to assist them in selecting the appropriate headgear size for their children’s safety while riding on two-wheelers.
Aniruddha Haldar, Senior VP (Marketing) – Commuters, Corporate Brand & Dealer Transformation, TVS Motor Company said, “In a nation deeply concerned about its young, the use of helmet for children is still a blind spot. Therefore, we are reaching out to parents to collaborate and change behaviours. The campaign has a straightforward message: Wear a helmet, Ensure your child wears a helmet and ride safe. We invite you to join us in the Protect Little Riders campaign.”
The Protect Little Riders initiative is an integral part of the #Ride4Safety Campaign, representing a socially responsible initiative to build awareness and drive positive action in the community.
Subramanyeswar S. (Subbu), Group CEO, MullenLowe Lintas Group & Chief Strategy Officer – APAC, MullenLowe Global, said “‘Protect Little Riders’ is a crusade (and not just another campaign) through which we are putting a spotlight on one of the biggest blind spots on our roads – kids without helmets. There are millions of kids out there in our country going on two-wheelers every day without helmets, Ironically, as parents, we think about the good of the child first in every little aspect, yet here is an unfortunate exception that we don’t find anything wrong with. We are glad that a thought leader like TVS Motor has taken up the cause to bring a serious behavioural change amongst adults to protect children’s lives and create a culture of safety and responsibility.”
