TVS Motor Company puts the spotlight on children’s safety with its Protect Little Riders campaign via Lowe Lintas India

TVS Motor Company (TVSM) has released its ‘Protect Little Riders’ campaign via Lowe Lintas India, as a part of their #TVSRide4Safety initiative. This initiative aims to spread awareness on safety of children on two-wheelers and addresses barriers for adoption of helmets for young riders.

Despite the government regulations, the incidences of children riders riding without helmets are higher. Children being the centre of attention to their parents makes this behavior unexpected. After understanding and conducting in-depth conversations with parents, TVS Motor company has identified the following reasons for the lack of helmet adoption for children:

1) Illusion of safety with vehicle in the parent’s control.
2) Proximity of destination hence lower risk of accidents.
3) Poor implementation of traffic rules.
4) Lack of storage space.
5) Poor fit and lack of right helmet size options.

As a result, the TVSRide4Safety initiative not only aims to raise awareness for helmet adoption but also includes the development of a specialised range of helmets for kids. Additionally, a dedicated website has been created to provide parents with essential information on selecting the appropriate headgear size for their children’s safety while riding on two-wheelers.

Aniruddha Haldar, Senior VP (Marketing) – Commuters, Corporate Brand & Dealer Transformation, TVS Motor Company, said: “In a nation deeply concerned about its youth, the increasing neglect of helmet use for children has become a pressing issue, one that has developed over time as a blind spot. Therefore, we are reaching out to parents to collaborate and change behaviors while embracing safety measures. The campaign’s straightforward message remains: Wear a helmet, ensure your child wears one, and ride safely. We invite you to join us in the Protect Little Riders to help cultivate a culture rooted in safety and responsibility.”

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. This underscores TVS Motor Company’s commitment to addressing concerns within the ecosystem and actively contributing to a safer environment for young riders.

Subramanyeswar S. (Subbu), Group CEO, MullenLowe Lintas Group & Chief Strategy Officer – APAC, MullenLowe Global, said: “‘Protect Little Riders’ is a crusade (and not just another campaign) 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.”

It is TVS Motor’s endeavour to educate and commit the consumers to pledge on inculcating the safety measures to Protect Little Riders.

This National Safety Day, join the journey towards safer roads for our little riders by taking the pledge to be a part of the TVS #Ride4Safety movement.

For more details on Ride4Safety Campaign and to pledge please visit www.tvsmotor.com