TVS Motor Company promotes safety of children through 'Protect Little Riders' campaign

As a part of #TVSRide4Safety initiative, the campaign urges parents to get helmets for young pillion riders.

TVS Motor Company (TVSM), a global automaker that operates in the two and three-wheeler segments, announced its Protect Little Riders campaign, as a part of #TVSRide4Safety initiative. This initiative by TVSM aims to spread awareness on safety of children on two-wheelers and addresses barriers for adoption of helmets for young pillion riders.

Despite the government regulations, the incidences of children riding pillion without helmets are high. Children being the centre of attention to their parents makes this behavior unexpected. After studies and interaction with parents, the following reasons have been identified for the lack of helmet adoption for children:

1) Blind Spot - Illusion of safety with vehicle in the parent’s control.

2) Blind Spot - Proximity of destination hence lower risk of accidents.

3) Lack of availability of options.

As a two pronged approach to the above, the TVSRide4Safety initiative aims to raise awareness for helmet adoption and development of a range of helmets specific to kids. A dedicated website has been created to provide parents with essential information to assist them in selecting the appropriate headgear size for their children's safety while riding on two-wheelers.

Commenting on the campaign, Aniruddha Haldar, senior VP (marketing) – commuters, corporate brand and dealer transformation, TVS Motor Company, said,"In a nation deeply concerned about its young, the use of helmet for children is still a blind spot. Therefore, we are reaching out to parents to collaborate and change behaviors. The campaign has a straightforward message: (1)Wear a helmet (2)Ensure your child wears a helmet (3)Ride safe. We invite you to join us in the Protect Little Riders campaign."

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.

Sharing his thoughts on the campaign, Subramanyeswar S. (Subbu), group CEO, MullenLowe Lintas Group and chief strategy officer- APAC, MullenLowe Global, said, "Protect Little Riders is a crusade 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.”