Lucknow, January 2026: With human error accounting for a majority of road fatalities in India, Ujjivan Small Finance Bank (Ujjivan SFB) has launched #PleaseGrowUp, a phygital road safety awareness campaign aimed at addressing one of the most overlooked causes of road accidents—immature and irresponsible behaviour on the roads.
While road accidents are often attributed to infrastructure or mechanical failure, the majority of fatalities are caused by avoidable human behaviour such as speeding, signal jumping, distracted driving, driving under the influence, and disregard for basic safety norms. The intent is to encourage self-reflection and accountability by holding up a mirror to everyday driving habits.
Through #PleaseGrowUp, Ujjivan SFB reframes road negligence for what it truly is – not brave, not cool, and certainly not adult, but childish. The campaign uses satire and visual contrast to highlight irresponsible driving behaviour by translating it into baby talk and childlike imagery. The creative approach is designed to make reckless behaviour appear as inappropriate and out of place as it truly is on public roads. Rolled out across short-form videos, digital content and social media storytelling, the campaign demonstrates how a single reckless decision can have life-altering consequences for innocent people. Each piece of content reinforces a simple truth—when you break road rules, you are behaving like a child, and it is time to grow up.
As part of the larger #PleaseGrowUp road safety initiative, Ujjivan SFB in association with civic and traffic authorities, is undertaking a series of high-impact on-ground activations across multiple cities during this week. In Bengaluru, a fully branded life-size helmet mobile van will conduct roadshows across high-traffic locations to reinforce helmet usage and drive direct engagement with commuters. In Kolkata, a branded mobile canter equipped with public announcement systems and campaign creatives activating key traffic hotspots across the city. Extending the outreach further, the campaign will be conducted at a prominent junction on SG Highway, Ahmedabad, and will continue at the Kharadi traffic junction, strengthening the campaign’s nationwide message of responsible road behaviour and community safety.
Commenting on the campaign, Mr. Lakshman Velayutham, Chief Marketing Officer from Ujjivan SFB Small Finance Bank said, “Road safety messaging often struggles to cut through because unsafe behaviour has been normalised over time. With #PleaseGrowUp initiative, we wanted to take a fresh, creative approach that prompts people to pause and reflect on their actions. As a responsible bank, community’s well-being goes beyond financial inclusion—that includes need to be self-aware and responsible citizenship.”
