'Chhota Bheem' to promote road safety
Two-wheeler manufacturer Honda Motorcycle and Scooter India (HMSI) have roped in 'Chhota Bheem', - a popular animation character, in order to inculcate safe riding habits among kids along with their families.
Honda in a bid to promote safety riding among kids in a fun manner, partnered kids channel Pogo and associated with Chhota Bheem, as educating young minds on road safety is an effective way of spreading messages for the entire family.
As a next step, Honda saw perfect synergy and brand fitment in 'Chhota Bheem' who is the role model to not just small kids but the entire family, the officials informed.
In his exploits with his friends in Dholakpur village, Chhota Bheem character conveys all the aspects of a superhero - be it strong values, might, courage, discipline or learning.
Honda further informed that very soon 'Honda Safe Riding with Chhota Bheem' will be organized in 11 cities across India, where Chota Bheem will engage and interact with kids and people at large.
The national inaugural event in Delhi will be followed by Jaipur, Indore, Lucknow, Bhubaneswar, Kolkata, Chennai, Bangalore, Ahmedabad, Greater Noida and Nagpur.
'Honda Safe Riding with Chhota Bheem' will provide an opportunity for kids to learn safety riding tips, meet 'Chhota Bheem' and get clicked with their favorite Super Hero.
Fun and interactive activities like understanding road sense in CRF 50, painting competitions etc., will drive home the message of road safety through fun times with family.
Further, all Honda dealerships will carry new POP material for spreading the road safety message amongst kids suitably supported with the free distribution of Road safety education material in schools.
Also a Chota Bheem TVC on Pogo will be aired to spread road safety messages backed by the aggressive digital media campaign.
Keita Muramatsu - President and CEO, HMSI said, "As HMSI expands in production capacity, the social responsibility of the company is getting bigger. HMSI has further built its commitment towards road safety by associating with Pogo and Popular character Chhota Bheem."
"Honda together with Chhota Bheem shall spread the message on the importance of road safety across the country," said Muramatsu.
Y S Guleria, Vice President - Sales and Marketing, HMSI said, "Safe riding is Honda's priority worldwide and in India too. Research showed us that not just 73 percent kids between 4-14 years but also a high percentage of parents regularly watch Chhota Bheem."
"Hence, it was an obvious choice for Honda to align with Pogo and we are delighted to welcome Chhota Bheem. With his lively presence, Honda will spread safety message forward among kids and their families," Guleria added.
Juhi Ravindranath, Vice President, Ad Sales, South Asia, Turner International India Pvt. Ltd said, "Pogo is excited to partner with Honda two wheelers on this noble initiative. Chhota Bheem's immense popularity and admiration with kids and parents only helps us reinforce the message of road safety."
(Posted on 14-01-2014)