For long, Mother's day has been about showering mothers with mushy messages. Hyundai Motor India Ltd, however, has a different and a bold stance this year.
The mother's day video launched by Hyundai salutes tough mothers for saying no to underage driving. It shows teenagers expressing their anger towards their mothers. Riding as pillion, sitting in a school bus, local train, these teenagers roll their eyes, pucker their brow and utter harsh words. All these reactions conclude with a mother's ‘I-know-what-is-best- for-you' smile.
Laying emphasis on the bigger purpose of the video, Puneet Anand, Senior General Manager, Group Head Marketing of Hyundai Motor India Ltd. said, "The average age of kids who drive has gone down from 16 to 11 years in the last three years which is a serious concern that can lead to extreme consequences. As a socially responsible brand, our focus was on starting a conversation about this concern and establish realisation in the minds of audiences to bring a behavioural change. We wanted to honour all mothers by celebrating their #ToughLove as it is that tough decision they take that keeps their children safe."
The Mother's Day message by Hyundai is not just bold, it is relevant to our times and country since India has the highest number of road accidents in the world. Underage driving is one of the biggest causes of road fatalities in India. It is noteworthy that the average age of underage drivers is found to be 11 years. Even though a lot of lives have been lost, underage teenagers driving bikes and cars in violation of rules and safety norms is a common sight.
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