New Delhi: Times Now, an English News channel, through its automotive vertical Times Drive, has launched a nationwide road safety initiative, ‘Brake The Habit’, on India’s 79th Independence Day.
As part of the campaign, bold messaging across metro cities transformed bus shelters and billboards into urgent reminders against overspeeding, reckless overtakes, and distracted driving. The initiative was officially flagged off by Shri Nitin Gadkari, Hon’ble Minister for Road Transport and Highways, who unveiled the campaign and lauded Times Network for leveraging its stature to amplify the importance of road safety and champion a cause of national significance.
According to the Ministry of Road Transport and Highways (MORTH) 2022 report, India records over 4.61 lakh accidents annually, largely due to reckless practices such as overspeeding, drunk driving, red-light jumping, and mobile phone usage while driving—one of the most alarming causes of accidents in urban India.
Through this six-month-long campaign, culminating in Road Safety Week in January 2026, ‘Brake The Habit’ aims to drive mass awareness, encourage responsible driving, and inspire behavioural change among road users, particularly young and first-time drivers.
The expansive initiative is being rolled out through a 360-degree strategy spanning print, outdoor formats, digital platforms, and Times Network’s broadcast channels. Beyond static messaging, the campaign will involve audiences with polls, viewer opinions, thought-provoking on-air content, and interactive digital activations. Times Drive has also created a dedicated campaign section online to spotlight not just the perils of reckless driving but also inspiring stories of timely interventions, acts of empathy, and life-saving awareness that reflect the spirit of responsible driving.
As part of its outreach, the campaign will actively engage colleges and universities, targeting young drivers. Phased activations will begin with online and on-air campaigns, followed by on-ground community initiatives, and culminate in a high-impact event during Road Safety Week 2026.
At a time when India is working to curb the alarming rise in road accidents, this initiative underscores a powerful truth: road safety begins with each of us. By choosing to ‘Brake The Habit’ together, the campaign seeks to transform road safety into a collective responsibility, paving the way for safer roads today and for generations to come.
