ICICI Lombard, one of the largest non-life insurance companies in the country, has launched the song ‘Ride to Safety’ Anthem. This is the result of the company’s efforts to change the habits of the people regarding road safety in India. The song is sung by well-known singer and composer Shankar Mahadevan. This song was released by Minister of Transport and Highways and Micro, Small and Medium Industries, Shri Nitin Gadkari.
According to the World Bank’s 2018 report, every year in India, the maximum 1.5 lakh people are being killed in road accidents. Due to these accidents, more than three per cent of India’s GDP has been lost. According to a report released by the Ministry of Road Transport and Highways in October 2020, 37 per cent of the people killed in road accidents in the country were two-wheelers drivers. 44,666 people died due to not wearing helmets. Of these, 30148 people were driving two-wheelers while 14,518 people were sitting behind. This is 29.8 percent of the deaths in road accidents in 2019. Given the increasing number of deaths in road accidents, it is necessary to spread more awareness about road safety among the people.
Unique message through song
ICICI has made a brilliant ‘Gunthi storytelling in songs’ as a medium of expression in view of people’s interest in music in India. The purpose of this song is to advance ICICI Lombard’s idea ‘Ride to Safety’. The real energy of the public will be seen in it, which is being transformed into song. The words of this song describe the road safety instructions. Also, it is told what to do and what not to do while driving a two-wheeler. The ‘Ride to Safety’ campaign launched by ICICI is a national level practical road safety program. Especially this campaign is being done to spread awareness among children and their parents.
More than 2 lakh workshops
Under this, more than 700 road safety workshops have been organized between more than two lakh children and their parents in the metro and other major cities of the country since 2016. With this, 1,30,000 children and their parents have been given ISI marks and helmets specially made for children. Now with the introduction of a song on road safety, this campaign will be able to carry people in a special and heart-winning style with full commitment.
Messages are given through ride to safety
At the launch of the song ‘Ride to Safety’, ICICI Lombard MD and CEO Bhargav Dasgupta said, “At ICICI Lombard we are committed to contributing to increasing road safety. This song is a part of our ‘Ride to Safety’ program. Its purpose is to spread the message of road safety to the people and to promote our message of road safety. There should be a message among the people that when people drive vehicles on the roads, they should adopt safety habits. I would like to express the gratitude of Shri Nitin Gadkari that he released this song and gave his support to this important issue. I would also like to thank Shankar Mahadevan that he made this partnership with us to create this unique song. This song can become a symbol of road safety. And can motivate drivers to ensure their safety and the safety of others.
Important message through song
The song is being promoted on all social media assets of ICICI Lombard and traditional media such as radio along with digital platforms. So that people can see and hear this song more and more. Social media influencers will also be included in this campaign. ICICI Lombard has always tried to work beyond the focus of its business. The company believes in contributing to the betterment of all stakeholders, including the community of the common people.
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