Summary
- Campaign Name: Sadak Suraksha, Jeevan Raksha
- Sponsor/Client: Ministry of Road Transport and Highways (MoRTH), Government of India
- Core Message: Road safety isn’t about rules; it’s about personal responsibility, attitude, and respect for life
- Key Insight: Using an action superstar like Akshay Kumar breaks the ‘lecture’ mold of PSAs. When a hero tells you to follow the rules, the message immediately gains credibility and weight
- Featured Star: Akshay Kumar, playing multiple roles, most notably the authoritative, yet relatable, traffic police officer.
In 2018, as the brand ambassador for the Ministry of Road Transport and Highways, Akshay Kumar starred in a series of public service announcements (PSAs) promoting road safety. In these ads, he dressed as a traffic police constable and humorously reprimanded traffic violators. The campaign’s core message was “Sadak Suraksha, Jeevan Raksha” (“Road Safety, Life Safety”).
The campaign’s approach
The advertisements, launched ahead of India’s 72nd Independence Day, employed a humorous and witty tone to address serious issues, aiming to create a memorable impact, especially among younger audiences. Instead of issuing a fine, Akshay Kumar’s character used witty and sarcastic remarks to scold and shame offenders.
The main traffic violations
Akshay Kumar’s PSAs targeted three specific common traffic violations:
Not wearing a helmet:
In one ad, he stops a biker who is not wearing a helmet and has multiple pillion riders. He sarcastically questions the biker’s disregard for safety.
Driving in a “No Entry” lane:
For this scenario, he stops a car turning into a one-way street and uses the same humorous, street-smart approach to explain the danger of driving on the wrong side.
Using a phone while driving:
In another clip, he pulls over a driver who is on his phone and not wearing a seatbelt. He uses a pun related to the road’s name to make his point, ending with the tagline.
The famous catchphrase: “Road kisi ke baap ki nahin hai”
The most memorable and widely circulated element of the campaign was its repeated catchphrase, “Road kisi ke baap ki nahin hai,” which translates to “The road does not belong to anyone’s father”. This phrase was used to convey that public roads are a shared responsibility and not personal property to be treated with disregard.
Campaign impact
- Effective communication: By using a beloved actor and a lighthearted approach, the campaign managed to address a dry subject in a way that resonated with a broad audience.
- High visibility: The videos were widely shared on social media and were noted for their ability to make the public service message more engaging than a typical, dry PSA.
- Promotional tie-in: The ads were released around the same time as Akshay Kumar’s movie Gold, giving them extra visibility.
- Social message advocacy: The campaign was in line with Akshay Kumar’s recent trend of participating in films and campaigns focused on social issues, adding credibility and reach to the message.
