Akshay Kumar unveils new TVC for National Highway Authority of India

The film is conceptualised to seed in a social message amongst the public and encourage them to embark on a path of holistic digitalisation

e4m by exchange4media Staff
Updated: Dec 22, 2019 6:00 PM
Akshay Kumar for NHAI

In its endeavour to educate the general public and induce a behavioural change on a large scale, National Highway Authority of India (NHAI) launched the new TVC - ‘FASTAG LAGAO – AAGE BADO, INDIA KO AAGE BADAO’. Present at the occasion were Shri Nitin Gadkari, Union Minister for Road Transport & Highways and MSME and brand ambassador Akshay Kumar. NHAI’s campaign ‘FASTAG LAGAO – AAGE BADO, INDIA KO AAGE BADAO’ aims at creating awareness about smooth mobility across national highways by promoting the use of FASTags, a tool that facilitates digital payments to ensures hassle-free movement.

This new ad-campaign on the effective use of FASTag is set to add a new dimension to India’s digital story and to encourage cashless transactions across 523 toll booths spread across the country. The film is conceptualized to seed in a social message amongst the public and encourage them to embark on a path of holistic digitalization. Various studies have shown that smooth passing without stopping at Toll Plazas is likely to save thousands of crores every year for the nation.

Commenting on this new ad-campaign, Shri Nitin Gadkari, Union Minister for Road Transport & Highways and MSME, said, “We believe this campaign will bring about a positive change in society and help us make Indian transportation a pleasant experience for everyone. We are sure that people will come forward in large numbers and welcome this new initiative that connects the transportation sector to India’s digital story.

Speaking on the campaign, Dr Sukhbir Singh Sandhu, IAS & Chairman, NHAI said, “The 100% implementation of FASTags will result in major economic and environmental benefits for the country. Seamless movement through the toll plazas will ensure faster turnaround time for mobility of goods, services and commuters also resulting in less vehicular pollution.”

Akshay Kumar shared his experiences of shooting this campaign and said, “I feel proud to be associated with NHAI and expect this TVC to inspire mass adoption of FASTags. I truly believe that digital operation of toll booths on our National Highways will ensure a better environment and improved economy.” There is a remarkable achievement with a total of 10 Million FASTags issued till date and has been ascertained to have marked above 2 million (FASTag) transactions in a day.

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