MUMBAI: TVS Motor Company (TVSM) – a global automaker that operates in the two and three-wheeler segments – today announced its campaign, ‘Protect Little Riders’ as a part of #TVSRide4Safety initiative. This initiative by TVSM aims to spread awareness on safety of children on two-wheelers and addresses the barriers for adoption of helmets for young riders.
Despite the government regulations, the incidences of children riders riding without helmets are higher. Children being the centre of attention to their parents makes this behaviour unexpected. After understanding and conducting conversations with parents, the company has identified the following reasons for the lack of helmet adoption for children:
1) Illusion of safety with vehicle in the parent’s control.
2) Proximity of destination hence lower risk of accidents.
3) Poor implementation of traffic rules.
4) Lack of storage space.
5) Poor fit and lack of right helmet size options.
As a result, the TVSRide4Safety initiative not only aims to raise awareness for helmet adoption but also includes the development of a specialised range of helmets for kids. Additionally, a dedicated website has been created to provide parents with essential information on selecting the appropriate headgear size for their children’s safety while riding on two-wheelers.
Aniruddha Haldar, Senior VP (Marketing) – Commuters, Corporate Brand & Dealer Transformation, TVS Motor Company “In a nation deeply concerned about its youth, the increasing neglect of helmet use for children has become a pressing issue, one that has developed over time as a blind spot. Therefore, we are reaching out to parents to collaborate and change behaviours while embracing safety measures. The campaign’s straightforward message remains: Wear a helmet, ensure your child wears one, and ride safely. We invite you to join us in the Protect Little Riders to help cultivate a culture rooted in safety and responsibility.”
Protect Little Riders is an integral part of the #Ride4Safety Campaign, representing a socially responsible initiative to build awareness and drive positive action in the community. This underscores TVS Motor Company’s commitment to addressing concerns within the ecosystem and actively contributing to a safer environment for young riders.
Subramanyeswar S. (Subbu), Group CEO, MullenLowe Lintas Group & Chief Strategy Officer – APAC, MullenLowe Global, said “‘Protect Little Riders’ is a crusade (and not just another campaign) through which we are putting a spotlight on one of the biggest blind spots on our roads – kids without helmets. There are millions of kids out there in our country going on two-wheelers every day without helmets. Ironically, as parents, we think about the good of the child first in every little aspect, yet here is an unfortunate exception that we don’t find anything wrong with. We are glad that a thought leader like TVS Motor has taken up the cause to bring a serious behavioural change amongst adults to protect children’s lives and create a culture of safety and responsibility.”
