Speaking on the occasion, Nitin Dossa, WIAA Chief and convener, Road Safety Week said: "Our endeavour is to make roads safe for both fellow motorists and pedestrians. Thus, the week involves training the drivers of public transport such as buses and taxis."

The event will witness lectures on road safety for auto drivers, taxi drivers, BMC drivers and all other drivers. In addition, there are street players organised by the police traffic control branch. Motif Advertising is promoting this event through print, electronic, radio and online media. Motif is also targeting outdoor media as well, with all possible touch points involving vehicles such as petrol pumps, PUC centers, traffic signals and garages.

Commenting on their association with WIAA, Eddna Samuel, CEO Branding and Marketing, WIAA said: "Motif Advertising has had a long business association with WIAA and are continuing with the rich legacy of WIAA's safety initiatives with this event, which is in public interest and will promote safe driving."

The event has the support of the traffic police of Mumbai, the Mumbai Motor Vehicle Department and Government of Maharashtra, with various prominent dignitaries scheduled to grace the occasion. The main sponsors of the event are Bharat Petroleum and United India Assurance Co. Ltd.

The inauguration of the initiative was graced by Shri Prithviraj Chavan, Honourable Chief Minister, Maharashtra; in the presence of Shri Ajit Pawar, Deputy Chief Minister; Shri.R.R.Patil, Home Minister; Shri Gulabrao Devkar, Minister of State for Transport; Shri Satej Patil, Minister of State-Home; Shri K. Subramanyam, I.P.S, Director General of Police Maharashtra; Dr. S. K. Sharma, I.A.S, Principal Secretary-Transport and Port; and Shri Arup Patnaik, I.P.S, Commissioner of Police, Mumbai.