NEW DELHI: Auto tech company CarDekho has rolled out a thoughtful campaign ‘E’ for Elderly, to promote a safe driving environment for senior citizens.

Because of the pandemic, commuters are choosing personal mobility options over shared mobility. The campaign aims to promote greater responsibility towards self-driving senior citizens and to create awareness about road safety. Brand ambassadors Akshay Kumar, Mahesh Babu, Rahul Dravid and K L Rahul have also become a part of the new initiative.

Conceptualised and executed by Leo Burnett, the campaign is currently live across all digital platforms. Due to the pandemic, the elderly are reluctant to take cabs and have started driving, and the company wishes to create a safe driving environment for them. Just like ‘L’ stands for learners, ‘E’ will be for elders. The campaign is targeted towards all the eligible drivers to take extra caution while driving close to a car with an ‘E’ symbol on it.

It asks family members to put an ‘E’ symbol on the windshield/back glass of their senior citizen’s car to warn other drivers that the vehicle is driven by an elderly person.

CarDekho Group CMO Gaurav Mehta said, “This campaign reflects an ideology that the brand stands for – developing an inclusive and caring personal mobility environment for everyone. There has been a huge change in the way we live now. We want to make everyone feel safe and have a hassle-free driving experience, especially senior citizens. We hope this campaign will promote simple, incremental behavioural changes and more empathy towards elders driving on the road.”