Michelin addresses Road safety with the #IndiaDrivesChange campaign

Michelin India launched the #IndiaDrivesChange campaign to raise awareness towards millions of road accidents caused due to lack of road safety measures taken by people on the road. The Twitter campaign went viral, reaching over 28 Millions people.

Conceptualized by Digitryx, the campaign targeted young Indian drivers. The campaign targeted young Indians drivers and actively encouraged them to drive keeping in mind their safety as well that of others on road thus making them the hero on the road. Celebrities such as Vijay Deverakronda, Mandira Bedi, Vikrant Massey also associated with the brand initiative and posted on their respective handles urging people to employ safe driving habits to be the hero on the road.

From driving a truck in Pelli Choopulu, to bikes in Arjun Reddy, and doing donuts in Taxiwaala. I always love driving and with #MichelinTyres’ initiative of #IndiaDrivesChange I want everyone to drive safely and be the hero on the road. @MichelinIndiahttps://t.co/YSIbyIgEYUpic.twitter.com/mniSlyfrW5

— Vijay Deverakonda (@TheDeverakonda) January 7, 2020

I always drive with responsibility because as a mother I understand the importance of safe driving for my loved ones. Use @MichelinIndia tyres and drive your vehicle with care. Be the hero on the road that we all need. #IndiaDrivesChange#MichelinTyres
https://t.co/5JTrkoIQHypic.twitter.com/iOazwJ9qlZ

— mandira bedi (@mandybedi) December 30, 2019

Just like life, roads can be full of unexpected surprises.

Be ready for every situation with the premium #MichelinTyres and drive with precaution because that makes you hero on the road. @MichelinIndia#IndiaDrivesChangehttps://t.co/fGtlmk6ZDTpic.twitter.com/6dR3VDqSka

— Vikrant Massey (@masseysahib) January 4, 2020

Gul Panag, Karanveer Bohra, and Prince Narula also promoted the idea by sharing their stories via video posts.

'Learn from your mistakes’ is not suggested when you are driving on the road! Always drive with precaution and use the best quality #MichelinTyres.

Change the driver in you and be the hero on the road. @MichelinIndia#IndiaDrivesChangehttps://t.co/YWaEP3sRZ3pic.twitter.com/3Zn3T3a7Cq

— Karanvir Bohra 🇮🇳 (@KVBohra) December 28, 2019

One small change can make a difference. Drive with safety and become @MichelinIndia hero on the road. #IndiaDrivesChange with Michelin tyres https://t.co/PVsfvhOCElpic.twitter.com/TEOVC3BTYa

— Prince Narula (@princenarula88) December 27, 2019

Change the driver in you to make roads a safer place. Be the hero on the road with #MichelinTyres and be part of #IndiaDrivesChange with @MichelinIndiahttps://t.co/FvdUcHMXHDpic.twitter.com/niubPWrDeV

— Gul Panag (@GulPanag) December 31, 2019

The twitter audience cross-pollinated the idea and encouraged others to do the same. The campaign hashtag #IndiaDrivesChange even trended for a while on twitter.

Mr. Mohan Kumar, Executive Vice President & Whole Time Director, Michelin India, said, “1.25 million ... this is the number of deaths on the roads around the world each year, aside from 50 million injured people. Besides its commitment to “sustainability” of the planet through  long-lasting tire performance in terms of supreme safety until tyre end of life , Michelin is committed to increasing public safety awareness in all the markets it operates in. Wherever Michelin is present, road safety promotion programs are an important aspect of our societal commitment. In India, our #IndiaDrivesChange campaign is an endeavour towards this noble cause.”