McCann Worldgroup, in collaboration with the Ministry of Highway Transport and Highways (MoRTH) and the Nationwide Highways Authority of India (NHAI) has unveiled a brand new street security marketing campaign that includes Bollywood actor Amitabh Bachchan. The initiative, launched final Saturday within the presence of Union Minister Nitin Gadkari, is a part of the broader Sadak Suraksha Abhiyan 2025 and facilities across the message “Parwah Karenge, Surakshit Rahenge” (When We Care, We Keep Secure).
The marketing campaign was conceptualised by Prasoon Joshi of McCann Worldgroup upon the request of Union Minister for Highway Transport and Highways Nitin Gadkari.
The inventive crew contains inventive administrators Utsav Khare and Gourav Verma, and movie director Shekhar Kamle whereas Alok Lall leads the administration entrance. The marketing campaign includes 16 distinct movies that includes Amitabh Bachchan as the first ambassador for street security. Every movie is crafted to drive behavioural change amongst street customers throughout India.
“The essence of ‘Parwah Karenge, Surakshit Rahenge’ goes past only a marketing campaign slogan – it is a basic reality about human conduct and security,” stated Prasoon Joshi. “Solely after we really care, can we guarantee security on our roads. I’m deeply grateful to Honorable Minister Nitin Gadkari ji for his visionary management and Amitabh Bachchan for championing this trigger and to the devoted crew on the Ministry led by Kunal Joshi, Praveen Tyagi at NHAI and Piyush Tewari of the Save LIFE Basis, whose tireless efforts are serving to rework India’s street security panorama. This initiative is not nearly creating consciousness; it is about touching hearts and altering mindsets to create a safer India for all.”
Prasoon Joshi and his inventive crew have developed these movies as half of a bigger initiative, with extra content material deliberate for future launch. The marketing campaign’s messaging aligns with the 4 core pillars of the Sadak Suraksha Abhiyan: Parwah (Care), Pahel (Initiative), Prayas (Effort), and Parivartan (Change).
Union Minister Nitin Gadkari emphasised the marketing campaign’s significance, stating, “We realise that Highway security is a behavioural problem and requires persistent efforts in any respect ranges of stakeholders. By initiatives like this, we purpose to construct accountable habits and create consciousness about street security from the grassroots degree.”
This marketing campaign marks the primary part of a street security initiative, with further parts scheduled to roll out within the coming months. The 16 movies are designed to handle varied features of street security, encouraging residents to take private duty for his or her actions on the street.
As a part of the broader initiative, Community 18 hosted the third version of its Highway Security Telethon, amplifying the marketing campaign’s message throughout its nationwide media community. The telethon featured partaking discussions, knowledgeable panels, and real-life tales that reinforce the significance of street security consciousness and accountable driving behaviour.
Written with the View : afaqs