Amitabh Bachchan, Alia Bhatt and Vicky Kaushal | Indian Movie News
The Ministry of Road Transport and Highways (MoRTH), under the management of Union Minister Nitin Gadkari, has launched Sadak Suraksha Abhiyan (SSA) 2026, a nationwide public awareness marketing campaign aimed at selling accountable street behaviour across India. Lending their voice and presence to the initiative are some of the nation’s most outstanding personalities, including Amitabh Bachchan, Alia Bhatt, Vicky Kaushal, along with Kay Kay Menon, famend singer-composer Shankar Mahadevan, and lyricist-composer Swanand Kirkire.
The marketing campaign marks its fourth consecutive 12 months with a grand telethon on GWN-News18, scheduled to happen in Mumbai on January 25. Designed as a high-impact awareness initiative, the event will characteristic partaking conversations and performances, all targeted on driving behavioural change and strengthening public dedication to street security.
According to official MoRTH data, India recorded 4,87,707 street crashes in 2024, main to 1,77,175 fatalities—an average of almost 485 lives misplaced every day. Alarmingly, over two-thirds of these deaths concerned people between the ages of 18 and 45, highlighting the pressing need for sustained national awareness. Risk components such as over rushing, rash driving, harmful overtaking, jaywalking, non-use of helmets and seatbelts, and delays in offering help during the important golden hour continue to contribute considerably to street fatalities.
The theme for SSA 2026 is ‘Kartavya’ (Duty), reinforcing the thought that street security just isn’t just a regulatory issue but a shared civic duty. Reflecting this shift, the marketing campaign’s tagline “Parvaah Se, Kartavya Tak” indicators a transfer from concern to acutely aware motion on Indian roads.
This 12 months’s version is anchored around 4 key pillars: Kartavya (Duty), Kayda (Discipline), Kavach (Shield), and Kranti (Change)—together aiming to construct awareness, promote disciplined behaviour, leverage technology and AI, and allow long-term, community-driven transformation.
Speaking on the initiative, Santosh Menon, Chief Content Officer, Network18, said, “Sadak Suraksha Abhiyan represents a collective commitment to making our roads safer—bringing together government, institutions, industry, media, and citizens on a shared platform of responsibility. This year’s theme, Kartavya, reinforces that road safety is the duty of every citizen. Through collective ownership and sustained behavioural change, we can move from intent to real impact.”
Puneet Singhvi, Chief Strategy Officer, Network18 Group, added, “We applaud the Ministry’s continued leadership in driving this sustained initiative and are committed to amplifying its message, deepening public awareness, and encouraging responsible road behaviour that can significantly reduce preventable crashes and save lives.”
With strong movie star assist and nationwide attain, Sadak Suraksha Abhiyan 2026 goals to transcend awareness and inspire significant motion, urging residents to embrace street security as a shared duty.
The grand telethon will air on GWN-News18 on Sunday, January 25, from 11:00 am onwards.
Also Read: Throwback: Amitabh Bachchan on Khakee, “It made a very pertinent comment on the secular backbone of our country”
Amitabh Bachchan, Alia Bhatt and Vicky Kaushal | Watch Online Free
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