PehniKya- Maruti Suzuki India Limited
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As per the Road Accident data revealed by the Ministry of Road Transport and Highways (MoRTH) 5,638 people who lost their lives in 2016 were not wearing seat belts. According to World Health Organization (WHO), use of seat belts, the primary restraint system, can reduce the risk of fatality by 45-60%. Meaning more lives can be saved with a simple act of buckling up.

Also, as India takes a step towards new safety regulations, more and more passenger vehicles will come equipped with airbags. With this, wearing a seat belt becomes even more critical for safety. If an occupant is not wearing a seat belt, an airbag may cause more harm in the event of a crash (Source: NHTSA).

Unfortunately, only 25% of the car occupants in India wears seat belt regularly, according to a latest research survey conducted across 17 Indian cities, commissioned by MSIL. #PehniKya is a pan-India social campaign by Maruti Suzuki to create awareness about the benefits of wearing a seat belt, attack misconceptions and negative attitudes around seat belts and persuade families to ensure seat belt usage at all times in the car. The 360-degree campaign is active across all the platforms including print, television, radio, digital and on ground events.