From international awards to road safety initiatives in INDIA
In India, Michelin has established an innovative partnership with the foundation of PVR Cinemas, PVR Nest as part of its CineArt “Steer to Safety” Program to educate and empower children about road safety. Through this platform, children learn how to prevent and/or manage in emergency situations on Indian roads.
Michelin India-PVR Nest CineArt “Steer to Safety” program is one of India’s largest Road Safety Program and an initiative with an experiential and innovative cinema-based medium to sensitize school children to promote road safety. This program positions school children at the centre-stage as proactive citizens, influencers and change agents of tomorrow.
Till 2014-15, the Michelin India-PVR Nest program has reached out to over 260,000 children, from over 200 schools in the National Capital Region through 550+ workshops, formulating 40 Road Safety Clubs. The initiative has also produced 10 original films on Road Safety scripted, filmed and edited by the children.
Over the last two years, the Michelin India-PVR Nest CineArt Steer to Safety Program has also received industry recognition at platforms such as Times Now & Maruti’s Road Safety Mission Awards’ 2014 and International Road Federation.
Over the years, this partnership has been endorsed by some prominent names in India, such as:
With creative and technical partners, Michelin in India will continue its focus on educating and building leadership of youth to enable sustained responsible societal road safety behavioural pattern in the targeted group.
Mrs Selena Bijli, Trustee of PVR Nes
Shri Shyam Benegal, India’s renowned film director and screen write
Ms Rebecca Lee, Communications & Brand Image Michelin Director for Africa, India and Middle East"