New Delhi:
In a country where seat belts are sometimes treated like optional fashion accessories, Kia India is reminding everyone that safety should always be in style. The automaker has officially launched Phase II of its ‘Buckle Up’ road safety initiative, aiming to expand awareness and infrastructure efforts across Delhi–NCR and Uttarakhand over the next two years.
The programme was inaugurated at Transport Bhawan, New Delhi, by Ajay Tamta, Hon’ble Minister of State, Ministry of Road Transport and Highways (MoRTH), highlighting the government’s continued push for stronger road safety measures. Alongside the launch, Kia India signed a Memorandum of Understanding (MoU) with The Social Lab Foundation (TSL) to scale the initiative’s reach and impact.
From Crash Barriers to Classroom Lessons
The initiative builds on the success of Phase I (February 2024 – February 2026), during which Kia India partnered with the Gurugram Traffic Police to improve road safety through a combination of infrastructure upgrades and awareness campaigns.
Key achievements from Phase I include:
- Installation of 750 crash barriers at high-risk road stretches in Gurugram
- Road safety education programs in 100 schools
- Awareness outreach to over 32,000 students
In short, the initiative ensured that young road users learned two important things early: why seat belts matter—and why speed limits are not just decorative numbers on roadside boards.
Phase II: Bigger, Broader and More Interactive
With Phase II (April 2026 – March 2028), the programme will significantly expand its scale and geographical footprint.
Key highlights include:
- 20,000 students to be engaged across 100 colleges
- Advanced driving simulators to provide experiential road safety training
- Expanded installation of crash barriers in high-risk areas, including Gurgaon and the Delhi–Uttarakhand highway corridor
- Digital and on-ground awareness campaigns aimed at young and first-time drivers
The use of driving simulators is expected to help students experience real-world driving risks in a safe environment—because it’s far better to learn about sudden braking in a simulator than on an actual highway.
Government and Industry Collaboration
Speaking during the event, Ajay Tamta praised Kia India’s structured approach toward road safety, emphasizing that collaboration between industry and government is essential to reduce road fatalities and strengthen public awareness.
Kia India leadership reiterated that safety remains a core pillar of its mobility philosophy, extending beyond vehicles to the communities in which they operate.
Building a Culture of Safer Roads
According to Kia India, the ‘Buckle Up’ initiative represents a long-term commitment to building safer mobility ecosystems through a combination of infrastructure improvements, behavioral awareness, and youth engagement.
As the programme enters its second phase, the company aims to create a scalable model for community-led road safety that aligns with India’s national road safety goals.
And if the message still isn’t clear, here’s the simplest takeaway from the campaign:
Your car may have airbags, ADAS and 360-degree cameras—but the most powerful safety technology is still a simple click… of the seat belt.
