Minister Nitin Gadkari Releases ICICI Lombard’s ‘Ride to Safety’ Anthem by Shankar Mahadevan

Marketing | March 26, 2021 | News

ICICI Lombard Shankar Mahadevan Nitin Gadkari

Adding to its long-standing endeavour of bringing about a behavioural change towards road safety in India, leading non-life insurance company ICICI Lombard recently launched a ‘Ride to Safety’ anthem. Composed and sung by music maestro Shankar Mahadevan, the anthem was unveiled by Nitin Gadkari, Union Minister for Road Transport & Highways and Micro, Small & Medium Enterprises.

For the anthem, ICICI Lombard opted for lyrical story-telling 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. The lyrics of the anthem convey the safety guidelines and the dos & don’ts while riding or driving a two-wheeler or four-wheeler.

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’ programme 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 Nitin Gadkariji for unveiling this anthem and lending his support to this important cause. I would also like to thank 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 Ride to Safety campaign by ICICI Lombard is a nationwide initiative to create an action-oriented road safety programme, especially among children and their 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. To increase the anthem’s visibility, social media influencers will also be involved in the campaign.

The Ride to Safety campaign by ICICI Lombard is a nationwide initiative to create an action-oriented road safety programme, especially among children.

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