MUMBAI: Ceat Ltd. has roped in a chauffeur’s service, Party Hard Drivers (PHD), taking forward their aim to make Indian roads safer, reducing road mishaps and drink-drive cases. As part of their association, Ceat will effectively engage with PHD customers through calls and SMS when they register to the service.

Party Hard Drivers ensure that party-goers are driven home safely in their car after parties. PHD will provide their reliable and secure service to citizens; thereby playing a key role in spreading the road safety message.

Speaking about the new initiative, Ceat Ltd VP marketing Nitish Bajaj asserted, “With increasing drink and drive instances in cities like Mumbai and Pune, driving awareness on the importance of safety is clearly a need of the hour. We are yet again taking to the target audience, our core focus of staying safe while driving by associating with Party Hard Drivers. We hope to create a positive impact through this initiative.”

Ceat has also initiated a nationwide road safety drive under the name of Drive Safe Dad aligned with the Road Safety Week. The campaign engaged with 500 children in Mumbai across the 5-10 year age group aiming at educating children on the nuances of safe driving in a fun manner.