New Delhi: The Ministry of Road Transport and Highways (MoRTH), led by Union Minister for Road Transport and Highways Nitin Gadkari, is spearheading Sadak Suraksha Abhiyan (SSA) 2026, a nationwide public awareness campaign aimed at fostering responsible road behaviour across India. Reinforcing the urgent need for collective action, Sadak Suraksha Abhiyan returns with a grand telethon on January 25th in Mumbai, marking the fourth consecutive year of this flagship initiative.
According to official MoRTH data, India recorded 4,87,707 road crashes in 2024, resulting in 1,77,175 fatalities an average of nearly 485 lives lost every day. Alarmingly, young adults between the ages of 18 and 45 account for over two-thirds of these deaths, underscoring the urgent need for sustained awareness and education at a national scale. Risky behaviours such as overspeeding, rash driving, dangerous overtaking, jaywalking, non-use of helmets and seatbelts, and failure to provide timely assistance during the critical golden hour continue to be major contributors to road fatalities. These stark figures point to a clear imperative: long-term road safety interventions and behaviour change must be prioritised.
The theme for SSA 2026 is ‘Kartavya’ (Duty), emphasising that road safety is not just a regulatory concern but a shared civic responsibility. Reflecting this shift, the campaign’s tagline—“Parvaah Se, Kartavya Tak”—signals a move from concern and awareness to conscious, responsible action on the roads.
The campaign seeks to instill a strong sense of responsibility among citizens while promoting disciplined, informed, and empathetic behaviour across India’s diverse road ecosystem.
This year’s grand telethon will feature Nitin Gadkari, Bollywood legend Amitabh Bachchan, renowned singer and composer Shankar Mahadevan, popular actors Alia Bhatt, Vicky Kaushal, Kay Kay Menon, and celebrated singer-composer Swanand Kirkire, who will bring their perspectives and voices to this important national movement.
Designed as a high-impact awareness initiative, the event will combine engaging conversations and performances, all aimed at driving behavioural change and strengthening public commitment to road safety.
Each edition of Sadak Suraksha Abhiyan has been anchored around distinct pillars that define its focus. The 2026 edition is built on four key pillars:
● Kartavya (Duty): Reinforcing every citizen’s responsibility towards road safety through awareness and education.
● Kayda (Discipline): Promoting disciplined behaviour and sustained compliance for safer roads.
● Kavach (Shield): Highlighting the role of technology and AI as protective tools through innovation and implementation.
● Kranti (Change): Enabling a transformative, community-driven road safety movement with lasting impact.
Speaking on the initiative, Santosh Menon, Chief Content Officer, Network18, said, “Sadak Suraksha Abhiyan represents a collective commitment to making our roads safer—bringing together government, institutions, industry, media, and citizens on a shared platform of responsibility. This year’s theme, Kartavya, reinforces that road safety is the duty of every citizen. Through collective ownership and sustained behavioural change, we can move from intent to real impact.”
Puneet Singhvi, Chief Strategy Officer, Network18 Group, added, “We applaud the Ministry’s continued leadership in driving this sustained initiative and are committed to amplifying its message, deepening public awareness, and encouraging responsible road behaviour that can significantly reduce preventable crashes and save lives.”
With its powerful messaging and nationwide reach, Sadak Suraksha Abhiyan 2026 promises to be a significant milestone in India’s road safety journey going beyond awareness to inspire action and encouraging citizens across the country to embrace road safety as a shared responsibility.
Watch the grand telethon on CNN-News18 on Sunday, 25 January, from 11:00 am onwards.
-Based on Press Release
