This Rakshabandhan, Pune Police, in partnership with Schbang, has introduced a unique road safety campaign called “Surakshe Chi Rakhi.” The initiative features a specially designed rakhi resembling a seatbelt. Women traffic police officers in Pune are at the forefront of this campaign, distributing these rakhis to traffic offenders at signals throughout the city. By tying the message of protection to the festival, the campaign emphasizes the importance of wearing seatbelts, reminding citizens that true protection begins with personal safety on the road.
Rakshabandhan traditionally symbolizes the promise of protection exchanged between brothers and sisters. However, this campaign reimagines that promise in the context of road safety, emphasizing that true protection begins with following essential traffic rules. In India, the importance of wearing seatbelts is often overlooked, leading to a concerning number of road fatalities. In 2022 alone, 16,715 people lost their lives in road accidents due to not wearing seatbelts, according to the Ministry of Road Transport and Highways (MoRTH). Maharashtra, ranking second in road accident fatalities, is a key focus of this campaign. The World Health Organization (WHO) estimates that seatbelt use reduces the risk of fatality by 40-65% for front-seat passengers and 25-75% for rear-seat passengers.
With the “Surakshe Chi Rakhi” campaign, featuring a seatbelt-inspired rakhi, Pune Police aims to raise awareness and encourage more drivers and passengers to wear seatbelts. Delivered in both Hindi and Marathi, the campaign seeks to inspire a shift in behavior among drivers, underscoring the life-saving importance of buckling up. By partnering with Pune Police, the initiative reinforces the message that protecting oneself with a seatbelt is the first step in safeguarding loved ones.
The TVC opens with a female traffic officer stopping a driver who forgot to wear his seatbelt in his rush. Expecting a fine, the driver is surprised when the officer instead ties a seatbelt-themed rakhi on his wrist, reminding him that staying safe ensures the protection of others. The film concludes with the message, “Happy and Safe Raksha Bandhan – Issued in public interest by Pune Traffic Police.”
As part of the campaign, Pune’s female traffic officers distribute the specially designed seatbelt rakhis to drivers at key traffic signals across the city, extending the message of safety during the Rakshabandhan festival.
Harshil Karia, Founder, Schbang expressed, “Our creatives, Ratnadeep and Mohammed, have brilliantly captured the essence of this campaign with the simple yet powerful insight that a seatbelt is the best Rakhi gift a woman traffic police officer can give to citizens, symbolising protection and care. Kudos to them for conceptualising this idea, and a special shout-out to Ratnadeep for his efforts in ensuring Pune Police’s enthusiastic participation in bringing this initiative to life.”
As the city of Pune prepares to celebrate Rakshabandhan, the “Surakshe Chi Rakhi” campaign serves as a timely reminder that the actual essence of protection resides in proactive measures to maintain road safety.
