In 2022 alone, Kerala reported five road accidents per hour and 12 daily fatalities. Considering this, Mathrubhumi, in association with Haier, decided to pick up this conversation on Kerala Piravi day, and inspire the youth (data reveals that 60.5 pc of those involved in the accidents are between 18-45) to think differently while using the roads.
And the message is being delivered through means that this target audience most relate to – music. The three-minute rap song (Road Paattu) by Rapper MC Couper is designed to appeal to one and all.
Commenting on the initiative, M V Shreyams Kumar, MD, Mathrubhumi, said, “With less than 3 pc of the national population, the state recording more than 6 pc of the nation’s road accidents, we felt is something that needed attention. Mathrubhumi has always been on the forefront of activities that can add back to our community. We are grateful to Haier for their support.”
Commenting on the association, N S Satish, President, Haier, said, “As a brand, Kerala is one of our important markets. The road accident statistics sounded like an anomaly in the state that is otherwise known for better human development index. With our inspired living positioning, we felt it appropriate to embark on this project with Mathrubhumi when they approached us with the concept. We are hopeful that this initiative will make a difference and Kerala will embrace new road habits starting this Kerala Piravi.”
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