In India, Michelin has established an innovative partnership with the foundation of PVR Cinemas, PVR Nest as part of its CineArt “Steer to Safety” Program to educate and empower children about road safety. Through this platform, children learn how to prevent and/or manage in emergency situations on Indian roads.
Michelin India-PVR Nest CineArt “Steer to Safety” program is one of India’s largest Road Safety Program and an initiative with an experiential and innovative cinema-based medium to sensitize school children to promote road safety. This program positions school children at the centre-stage as proactive citizens, influencers and change agents of tomorrow.
Till 2014-15, the Michelin India-PVR Nest program has reached out to over 260,000 children, from over 200 schools in the National Capital Region through 550+ workshops, formulating 40 Road Safety Clubs. The initiative has also produced 10 original films on Road Safety scripted, filmed and edited by the children.
Over the last two years, the Michelin India-PVR Nest CineArt Steer to Safety Program has also received industry recognition at platforms such as Times Now & Maruti’s Road Safety Mission Awards’ 2014 and International Road Federation.
Over the years, this partnership has been endorsed by some prominent names in India, such as:
- Arts and theatre personalities
Renowned Hindi cinema actors - Lara Dutta-Bhupathi, Vivek Oberoi, Kunal Kapoor etc.
Acclaimed director- Amol Palekar, Mr Shoojit Sircar, Nagesh Kukunoor, Ms Sanjna Kapoor etc among others
- Representatives of the India and French governments
Shri Nitin Gadkari, Hon’ble Minister of Road Transport & Highways and Shipping, Smt Meenakshi Lekhi, Member of Parliament and Ambassador of France to India His Excellency Mr Francois Richier.
Mrs Shyama Chona, Ms Annapoorna Sehgal and Ms Smita Bharti
With creative and technical partners, Michelin in India will continue its focus on educating and building leadership of youth to enable sustained responsible societal road safety behavioural pattern in the targeted group.