·
Anthem
unveiled in the presence of Shri Nitin Gadkari at a virtual event
·
Composed
and sung by Shri Shankar Mahadevan
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.
Click
the link to watch the anthem video – https://www.youtube.com/watch?v=1KcF_t9DZao
About ICICI
Lombard General Insurance Company Ltd
We were the largest private-sector non-life insurer in India based on gross direct premium income in fiscal 2020 (source: GI Council). We offer our customers a comprehensive and well-diversified range of products, including motor, health, crop, fire, personal accident, marine, engineering and liability insurance, through multiple distribution channels. More details are available at www.icicilombard.com
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