MUMBAI: Mumbai Traffic Police dedicated to making Mumbai road safe for all has partnered with children’s favorite Nicktoon – Nickelodeon’s SHIVA to be a behavioral change agent in the area of Safety and Road regulations. Committed to creating awareness on the issue and good riding and road habits amongst families, the weeklong activities helmed by the Mumbai Traffic Police and Nickelodeon’s SHIVA is set to kick-start on 28th January 2016.
SHIVA has emerged as a behavioral change agent amongst kids and parents in the area of health and sanitation, emerging as the face of Viacom18’s social responsibility initiate ChakaChak Mumbai and contributing to the Prime Misters vision of a Swaach Bharat. SHIVA has also steered significant social movements in the area of education, emerging synonymous with innovation by partnering with National Innovation Foundation for the prestigious Ignite Awards. Every kid’s role model SHIVA who rides a cycle himself is now all set to be an important change driver in the area of safety, influencing and inspiring children and families to follow safe road practices.
The week will see SHIVA execute the road safety drive with Mumbai Traffic Police at key city signals and crossroads through sign boards and messages promoting safety. SHIVA will also be visiting multiple schools to spread the message of a safe and secure Mumbai road for all.
Addressing the kids, Mr Milind Bharambe, Mumbai Traffic Police Jt. Commissioner said, I strongly request the kids that they must influence their parents to adhere to all traffic rules for their own as well as others’ safety. One must always wear a helmet while riding a two-wheeler; wear a seat belt while driving and avoid honking unnecessarily. It is imperative to abide to these rules as they are meant for one’s own safety.”
Speaking about the partnership with Nickelodeon he further added “It is of paramount importance for children to learn road safety early in life. Nickelodeon’s toon - SHIVA, advocates road safety and being extremely popular amongst the younger minds, fits as the finest endorser and influencerto inculcate road safety awareness and traffic rules in them. Mumbai Traffic Police and Nickelodeon have hence come together to spread road safety awareness amongst Mumbaikars, especially kids and parents through ‘Road Safety Week with SHIVA’.
Speaking about the partnership with Mumbai Traffic Police, Nina Elavia Jaipuria, Head – Kids Entertainment at Viacom18 said “Nickelodeon believes in empowering kids and working towards creating a more engaging and safe world for them. It is with this objective that we have partnered with the Mumbai Traffic Police on creating awareness on Road Safety through SHIVA who has emerged as a strong influencer amongst kids.”
She further added “Kids also have significant influence on parents and their decision making. Inspiring kids to positive action and inculcating values of road safety is sure to positively influence parents in following road safety rules.”
