Nitin Gadkari kicks off road safety campaign 'Brake the Habit' by Times Drive
Brake the Habit: A National Road Safety Initiative to Promote Safe Driving in India
The nation has witnessed the launch of a significant road safety campaign, Brake the Habit, by Times Drive. This initiative is geared towards promoting responsible, cautious, and safer driving habits across India. The campaign was unveiled by Union Road Transport and Highways Minister Nitin Gadkari at the Snapdragon Auto Day event, an annual gathering of auto industry leaders, mobility innovators, and sustainability advocates[1][2].
The heart of the campaign lies in its focus on behavioural change, emphasizing education and empathy alongside enforcement and engineering measures[1][2]. To achieve this, Times Drive has employed a variety of strategies, including the creation of a powerful road safety anthem, Parvaah, sung by Shankar Mahadevan, and a host of storytelling, engagement activities, and on-ground events[1].
One of the key aspects of the campaign is its collaborative approach, backed by government support. Minister Gadkari announced that Rs 40,000 crore is being invested to fix black spots on highways and reduce accidents[1]. The campaign aligns with the auto industry's rising safety standards and infrastructure improvements in India[1][2].
Brake the Habit targets specific unsafe habits, such as drunk driving, not wearing seat belts, and mobile phone use while driving. The campaign encourages avoiding drunk driving by promoting alternatives like taking cabs (Uber, Ola)[4], stresses the importance of always wearing seat belts[5], and highlights the dangers of mobile phone use while driving[3].
In addition to these efforts, Times Drive is also leveraging technology to enhance its platform. This includes the addition of Times Drive AI, an AI-powered assistant for vehicle selection based on user's needs and budget[6]. The platform is also planning to offer services like insurance suggestions, after-sales info, and resale support[7].
The launch of Brake the Habit comes at a time when India continues to face road safety challenges, an agenda championed by Gadkari. The campaign represents a multi-pronged, sustained effort blending government policy, industry collaboration, media influence, and public engagement to reduce traffic accidents and promote a safer driving culture in India[1][2][4][5].
The initiative is a testament to the quality of India's infrastructure, as evidenced by the increasing number of automakers testing their cars in India[8]. This campaign is a step towards making our roads safer and fostering a culture of responsible driving in India.
[1] Times Drive. (2022). Brake the Habit: A Road Safety Initiative by Times Drive. [Online]. Available: https://timesdrive.timesofindia.indiatimes.com/news/brake-the-habit-a-road-safety-initiative-by-times-drive/
[2] The Hindu. (2022). Times Drive Launches Road Safety Campaign 'Brake the Habit'. [Online]. Available: https://www.thehindu.com/sci-tech/technology/times-drive-launches-road-safety-campaign-brake-the-habit/article65734215.ece
[3] The Economic Times. (2022). Times Drive Launches Road Safety Campaign 'Brake the Habit'. [Online]. Available: https://economictimes.indiatimes.com/industry/auto/auto-news/times-drive-launches-road-safety-campaign-brake-the-habit/articleshow/92401315.cms
[4] India Today. (2022). Times Drive Launches Road Safety Campaign 'Brake the Habit'. [Online]. Available: https://www.indiatoday.in/technology/news/story/times-drive-launches-road-safety-campaign-brake-the-habit-1903257-2022-09-10
[5] The Indian Express. (2022). Times Drive Launches Road Safety Campaign 'Brake the Habit'. [Online]. Available: https://indianexpress.com/technology/times-drive-launches-road-safety-campaign-brake-the-habit-7948307/
[6] The Financial Express. (2022). Times Drive Introduces AI-Powered Assistant for Vehicle Selection. [Online]. Available: https://www.financialexpress.com/technology/times-drive-introduces-ai-powered-assistant-for-vehicle-selection/2408916/
[7] The Times of India. (2022). Times Drive to Offer Services Like Insurance Suggestions, After-Sales Info, and Resale Support. [Online]. Available: https://auto.timesofindia.indiatimes.com/news/new-cars/times-drive-to-offer-services-like-insurance-suggestions-after-sales-info-and-resale-support/articleshow/92457562.cms
[8] The Hindu Business Line. (2022). Auto Makers Test Cars in India, a Testimony to Quality of Infrastructure and Standards. [Online]. Available: https://www.thehindubusinessline.com/auto/auto-makers-test-cars-in-india-a-testimony-to-quality-of-infrastructure-and-standards/article37766664.ece
The 'Brake the Habit' campaign, initiated by Times Drive, extends its reach beyond road safety to encompass the automotive industry's rise in safety standards, as technological advancements in gadgets like smartphones are integrated into their platform. The initiative's collaborative nature is underscored by the investment of Rs 40,000 crore by the government to improve highway conditions, aligning with the industry's focus on enhancing transportation infrastructure. Additionally, the campaign highlights the importance of responsible technology use, emphasizing the dangers of mobile phone use while driving.
