-Chandigarh: TVS Motor Company (TVSM) – a leading global automaker that is present in the two-wheeler and three-wheeler segments – revealed its campaign called ‘Protect Little Riders’ as a component of #TVSRide4Safety initiative. This unique program by TVSM targets at promoting safety for children on motorcycles and removing barriers to helmet use among young pillions.
Despite being against government regulations, there has been a high occurrence of children riding pillion without helmets. This however goes against the parental nature where kids are centre of attraction making this absurdity unanticipated. After conducting researches and speaking with mothers and fathers, we identified the following reasons for lack of helmet adoption among kids.
1) Blind Spot – False sense of security when the vehicle is under the control of parents.
2) Blind Spot – The reason for risks reduction is proximity to destination.
3) Insufficiency in alternatives’ availability.
In order to approach this challenge from two dimensions, the TVSRide4Safety idea will focus on raising awareness about child helmet adoption as well as designing range of helmets exclusively for kids. To help parents choose appropriately sized headgears for riding children in two-wheelers safely a special page has been established.
Aniruddha Haldar, Senior Vice President (Marketing) – Commuters, Corporate Brand & Dealer Transformation, TVS Motor Company made comments on the campaign. “The use of helmet for children is still a blind spot in a nation that worries about its young people. Therefore we are calling upon parents to partner with us and change these behaviors. The campaign has three simple messages: (1) Wear a helmet (2) Make sure your child wears a helmet and (3) Ride safe. Join us in the Protect Little Riders campaign.”
Protect Little Riders is essential to #Ride4Safety Campaign aimed at creating awareness and taking positive actions within the society as part of their societal responsibility motive. It reflects TVS Motor Company’s focus on dealing with issues within the ecosystem and actively working towards making it more secure for young riders.
“This ‘Protect Little Riders’ is not just another campaign but a movement through which we highlight one of our biggest blind-spots – kids riding without helmets on our roads”. There are countless children going daily on bikes without wearing helmets in this country ironically, as parents we look out for them.
