Mumbai: Witnessing a groundbreaking partnership that combined entertainment, responsibility and compassion, India’s leading youth entertainment channel, MTV’s iconic youth reality show, MTV Roadies – Karm ya Kaand joined forces with the Maharashtra Highway Traffic Police for an innovative road safety campaign in Mumbai. In a significant move towards fostering road safety awareness, MTV Roadies provided 500 Roadies branded helmets, created by a not-for-profit organisation, Yashlok Foundation, to the Maharashtra Highway Traffic Police. This collaboration underscored the show's dedication to promoting road safety and responsibility, with a sense of adventure, in line with the ethos of the show.
As a part of this collaboration, Humanitarian, Philanthropist, and Actor Sonu Sood, along with a dedicated team of Traffic personnel took over the bustling streets of Andheri West, Mumbai recently. Similar to the show’s unexpected twists and turns, the team equipped ‘Kaand’ helmet non-wearers i.e., the rule-breakers with the helmets, instead of penalizing them - as an act of ‘Karm’ to help them follow road safety rules in the future. Embodying the spirit of the show, the initiative emphasised the importance of doing good deeds while holding individuals accountable for their actions.
Maharashtra Highway Traffic Police additional director general of police (ADGP) Dr Ravinder Singal, added, "As guardians of road safety, we are committed to making our streets safer for all. This unique collaboration between MTV Roadies - Karm ya Kaand and us, the Maharashtra Highway Traffic Police, has helped us reinforce the importance of road safety in a widespread way, changing mindsets and behaviours. We are appreciative of all the efforts taken by MTV on the streets of Mumbai today."
Deepening the message of the initiative, viewers also witnessed a vital road safety message by the Additional Director General of Police (ADGP) of Maharashtra Traffic Police, Ravinder Singal, during one of the recent episodes of MTV - Roadies Karm ya Kaand, fostering responsible behaviour on the roads, amongst MTV Roadies fans across the nation.
Stay tuned for an unforgettable finale episode of MTV Roadies – Karm ya Kaand on 15 October at 7 pm only on MTV and JioCinema right after!
