Mumbai Traffic Police launches “Street Smart - Street Safe” A Road Safety initiative in association with BBC TopGear Magazine India

Mumbai, June 30, 2015: In a joint initiative to make Mumbai roads safer, Mumbai Traffic Police department and TopGear India announced a three week long campaign on Tuesday, June 30, 2015at a press conference at The Lalit. With Bollywood actor Suneil Shetty as brand ambassador for the initiative and Ms. Mandira Bedi, the first week of the campaign will focus on decongesting the streets of Mumbai by encouraging carpooling and increased use of public transport. The following weeks will see efforts towards creating awareness about basic traffic rules, women drivers’ safety, and noise pollution by honking.

Demonstrating their commitment to the cause, Mr. Deepak Lamba, CEO – Worldwide Media, Mr. Jayant Maheshkar, Managing Director – MEP Infra, Mr. Milind Bharambe, Joint Commissioner Traffic along with a few other dignitaries carpooled to and from the event.

In attendance at the press conference were high profile civic authorities and businessmen including Ms. Sheila Salil - DCP (Crime Against Women’s Cell), Mr Balachandran, Deputy Commissioner – Transport, Mr Amit Sagar - National Sales Head – Passenger Vehicle Business Unit, Tata Motors Limited, Arvind Singhatiya, Vice President of Corporate Affairs – OLA and Mr Girish Karkera, Editor TopGear India Magazine.

Another highlight of the afternoon was the launch of the Mumbai Traffic App. Supported by Google Maps for ease of use, the app provides users and drivers warns users and drivers about heavily congested areas and suggests alternate routes. The app also features a one click Emergency Alert to three pre-decided contacts with your last known location, keeping in mind the importance of making the roads safer for women drivers. In addition, the app will contain traffic guidelines and rules, along with information about fines for varying violations.

“Roads are a great sign of the financial health of the nation. Progress also brings its fair share of not so good things. Traffic is one of them. We cannot escape it but what we can do is use our roads more efficiently and safely. But it is a holistic approach that we need right now. Our endeavour with Street Smart Street Safe is to highlight what we all can do together”, said Mr. Karkera.

As a part of Street Smart-Street Safe, Mumbai initiative, ‘Decongest Mumbai’ campaign will run from June 30 – July  4, followed by a ‘Women’s Safety Drive’ on July 8, 2015. ‘Traffic Angels’, an activity where young school children and volunteers will form a human chain to guide pedestrians crossing the road, will be held on July 14. ‘Horn Not OK’ is another campaign which will work towards monitoring noise levels across the city by installing decibel meters at key junctions and monitor the noise levels. Various other activities and contests will be held across the city for the duration of the initiative. The campaign will wrap up on July 21, 2015 with an event that demonstrates the importance of obeying traffic laws.

BBC TopGear is the world’s number 1 motoring media brand delivering inspirational editorial in an innovative, irreverent yet authoritative way. It’s also the most downloaded show in the world. First seen as a TV series in the UK, TopGear is now one of the most watched and read title in the world with a global audience.

Launched in India in 2005, BBC TopGear Magazine India is the second largest Auto magazine in India.  Unlike your everyday automotive magazine, TopGear likes to keep it honest, funny and to the point when it comes to reviews, views and even buying advice. No beating around the bush, no sweet talk, no clichés. And it has this approach that has helped TopGear India be dear to a whole generation of people.

Differentiated by wit, humor and easy reading content style, TopGear has just the right mix of Indian and international content – information on the latest cars and bikes, test drives, comparisons and liberal dose of lifestyle tips.

Our Partners:

·         Traffic Control Branch Brihan Mumbai Police

·         MEP Infrastructure Developers Ltd

·         Bolt from Tata Motors

·         Godrej Properties

·         HDFC Ergo

·         Amanora Park Town

·         Ola Cabs

·         The Lalit