28 February 2023
Sunday, February 26, saw the culmination of a unique week-long Where’s The Helmet campaign to promote helmet adoption and road safety among college students in Chandigarh. The campaign by Helmets for India, which is a Royal Enfield initiative, was conducted in collaboration with the city’s most popular radio network 94.3 MyFM, and concluded with a spectacular motorcycle ride through the city involving more than 119 riders who came together to ride for the cause of helmet adoption and road safety. Leading this cavalcade of bikers riding for a cause was RJ Shonali, who had been visiting seven college campuses through the week and galvanizing the youth into a movement for safety by bringing together the world of art and safety.
Over the course of the week, starting from February 20, the campaign engaged over 3,800 students from the city bringing them one step closer to safer riding by bringing home the fact that helmet adoption and road safety, when seen through the lens of art, is cool too. The on-ground programme of the ‘Where’s The Helmet’ campaign kicked off with live interactions with RJs and on-air rapid-fire question-and-answer rounds with the aim of promoting the message of helmet adoption and road safety.
To make helmets more aspirational for the youth, Royal Enfield integrated elements of art and fashion into the campaign with fun activities such as artwork on helmets and creative ramp walks wearing helmets to deliver the important message of helmet safety. Additionally, a giant helmet was painted by artists and installed at Narsee Monjee Institute of Management Studies to promote the idea of safety through art. The final leg of the initiative concluded with the 40 km long ride with Chandigarh’s top traffic officials along with renowned radio personality RJ Shonali from 94.3 MyFM who also took part in this ride.