Shell India has partnered with the Ministry of Road Transport and Highways (MoRTH), Government of India, to roll out the #DriveSafeIndia programme. The initiative will target colleges across India to provide an experience over the impact of safe driving practices through simulated exercises using virtual reality and animation. It will also target the millennials to share their experiences of saving or losing through the adoption or lack of safe driving practices.
#DriveSafeIndia is a behaviour change programme that aims to reach five million millennials leveraging social media and on ground activities. The three-phase programme combines online and on-ground activities to inculcate safe driving habits that includes avoiding over-speeding, wearing helmets, wearing a seatbelt, no driving under the influence of intoxicants. The first phase of the program saw high level of online engagement with more than six million impressions and 800,000 video views on Facebook and close to 400000 thousand impressions on Twitter.
Nitin Prasad, Country Chairman, Shell Companies in India said that the programme is an effort to create safer roads in India. “As more vehicles and drivers hit the fast expanding Indian road network, we need to understand the implications of rash driving to others and ourselves. We should all be able to go home safe to our loved ones every day,” he added.