ICICI Lombard, one of the leading non-life insurance companies in India, has launched a ‘Ride To Safety’ anthem, adding to its long-standing endeavour of bringing about a behavioural change towards road safety in India. The anthem has been sung and composed by the music maestro Shri Shankar Mahadevan. It was unveiled by Shri Nitin Gadkari, Minister of Road Transport & Highways and Micro, Small & Medium Enterprises.
According to a 2018 World Bank report, India accounts for the highest number of road accidents globally, with 1.5 lakh people being killed annually in road accidents. The loss due to these events amount to over 3% of India’s GDP. According to another report released by the Ministry of Road Transport and Highways in October 2020, more than a third (37%) of those killed in road accidents in 2019 were two-wheeler riders. Not wearing helmets resulted in the death of 44,666 people (30,148 drivers and 14,518 pillions) i.e. 29.8% of total road accident fatalities in 2019. The growing fatalities call for higher awareness and action towards road safety among the masses.
Given India’s interest in music, ICICI Lombard has opted for an eclectic ‘lyrical storytelling’ as a medium of expression. The anthem aims to promote the brand’s ideology towards ‘Ride To Safety’, capturing the public’s true energy and channelizing it in an anthem. The lyrics of the anthem convey the safety guidelines and the dos & don’ts while riding/ driving a two-wheeler or four-wheeler.
The Ride to Safety campaign by ICICI Lombard is a nationwide initiative to create an action oriented road safety program, especially among children and parents. Since 2016, over 700 road safety workshops have been held in the metros and other major cities across India, spreading awareness among 200,000+ children and their parents. Further, over 130,000 children and their parents have received ISI-marked child-specific helmets, as part of the exercise. The presence of a road-safety anthem further strengthens the initiative’s resolve and enables it to resonate with the masses in a unique and heartfelt manner.
On the launch of the anthem, Bhargav Dasgupta, MD & CEO, ICICI Lombard, said, “At ICICI Lombard, we are committed to contribute to the cause of Road safety. The anthem introduced as part of our ‘Ride To Safety’ program is aimed at amplifying our Road Safety messaging and bringing about a behavioural change among people when it comes to adopting safer road habits. I would like to express my gratitude to Shri Nitin Gadkari ji for unveiling this anthem and lending his support to this important cause. I would also like to thank Shri Shankar Mahadevan for partnering us in creating this unique anthem, that can become a symbol of road safety and effectively persuade vehicle users to demonstrate the correct driving behaviour for their own safety and for the benefit of others.”
The anthem is being promoted across ICICI Lombard’s social media assets and digital platforms along with traditional media such as radio. To increase the anthem’s visibility, social media influencers will also be involved in the campaign.
ICICI Lombard has always endeavoured to go beyond its business focus and contribute to all stakeholders’ wellbeing, including the community at large.