Michelin India launched the #IndiaDrivesChange campaign to raise awareness towards millions of road accidents caused due to lack of road safety measures taken by people on the road. The Twitter campaign went viral, reaching over 28 Millions people.
Conceptualized by Digitryx, the campaign targeted young Indian drivers. The campaign targeted young Indians drivers and actively encouraged them to drive keeping in mind their safety as well that of others on road thus making them the hero on the road. Celebrities such as Vijay Deverakronda, Mandira Bedi, Vikrant Massey also associated with the brand initiative and posted on their respective handles urging people to employ safe driving habits to be the hero on the road.Source: Afaqs