Progressing further on the ‘Drive with Care - Protect your precious’ campaign, Chevrolet India has initiated on-ground activities as part of an extensive awareness drive. The on-ground activation includes deployment of Safety Ninjas at malls and schools across Delhi and Mumbai.Giving considerable attention to reinstate child safety measures on roads, the campaign went live on digital platforms, earlier this month.
To reach out to parents and kids, a group of tiny tots (Chevrolet Safety Ninjas) were positioned at Phoenix Market City, Kurla, and Goregoan Sports Club in Mumbai who persuaded them to take the Chevrolet Tiny Safety Challenge. The initiation included safety quizzes, contests, and other engaging activities. The Ninjas also urged the parents to take a pledge online to consciously ensure their child’s safety.
The ‘Protect Your Precious’ campaign features four Safety Ninjas: Buckle Ninja, Child Seat Ninja, Lock Ninja, and Rear Seat Ninja. The Safety Ninjas will sensitize parents and kids on the need to inculcate safety measures on a daily basis. A campaign video with the Safety Ninjas will also be released on YouTube, Facebook, and other media channels to create awareness.Chevrolet has also tied up with 35 schools in Delhi and 15 schools in Mumbai to ensure widespread messaging across the target audience.
“As a global brand that considers safety as our overriding priority, it is important for us to promote safe driving habits amongst all. Bearing in mind, the increasing stats on death polls due to road accidents, Chevrolet is taking forward its brand commitment, with the ‘Drive with Care-Protect your Precious’ campaign. This initiative will focus on safety of the kids and will enhance awareness on the importance of child safety when on roads and we thought who better to stoke awareness about child safety than children themselves,” said, Jack Uppal, VP Marketing and Customer Experience, Chevrolet India.
“Every child has the right to grow up in a healthy and safe environment, we believe; if we teach our kids today the importance of road safety, they will grow up immunizing that as an ethos and not just a lesson. There are a number of child safety car seats available in the market, and parents should consider using them based on their child's age and weight. It is also important for parents to inculcate the habit of buckling up the kids as ensuring the use of a seat belt is the best protection one can give their child when travelling in a car,” he added.