TVS Motor Company (TVSM has announced its campaign, ‘Protect Little Riders’ as a part of TVSRide4Safety initiative. This one of a kind initiative by TVSM aims to spread awareness on safety of children on two-wheelers and addresses barriers for adoption of helmets for young pillion riders.
Despite the government regulations, the incidences of children riding pillion without helmets are high. After studies and interaction with parents, the following reasons have been identified for the lack of helmet adoption for children:
1) Blind Spot - Illusion of safety with vehicle in the parent’s control.
2) Blind Spot - Proximity of destination hence lower risk of accidents.
3) 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.
Commenting on the campaign, Aniruddha Haldar, Senior VP (Marketing) – Commuters, Corporate Brand & Dealer Transformation, TVS Motor Company "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 behaviors. The campaign has a straightforward message: (1)Wear a helmet (2)Ensure your child wears a helmet (3)Ride safe. We invite you to join us in the Protect Little Riders campaign."
Protect Little Riders is an integral part of the #Ride4Safety Campaign, representing a socially responsible initiative to build awareness and drive positive action in the community. This underscores TVS Motor Company’s commitment to addressing concerns within the ecosystem and actively contributing to a safer environment for young riders.
Sharing his thoughts on the campaign, Subramanyeswar S. (Subbu), Group CEO, Mullen Lowe Lintas Group & Chief Strategy Officer - APAC, Mullen Lowe 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.”
It is TVS Motor Company’s endeavour to educate and commit the consumers to pledge on inculcating the safety measures to Protect Little Riders.