Hyundai Motor India Ltd., the country’s first smart mobility solutions provider, and the largest exporter since the company’s inception continues its efforts in making Indian roads “Safer-for-Everyone” by launching the sixth edition of #BeTheBetterGuy, a unique mass movement by the brand in promoting road safety. The goal of the campaign is to raise awareness about the dangers of driving while intoxicated or under the influence of drugs or alcohol. With this year’s theme of ‘Buckle-up, Young India,’ the initiative aims to reach 400 million or more Gen Z and millennial road users by establishing an emotional connection with them. This emotional connection then leads to a paradigm positive behavioral shift in the mindset, which encourages road users to create a ‘Chain-of-Change.’
Puneet Anand, Assistant Vice President and Group Head of Corporate Affairs at Hyundai Motor India Ltd., made the following statement in response to the launch of the sixth edition of the #BTBG Campaign: “As a responsible and caring brand, Hyundai aims to increase awareness about road safety by making the Gen-Z and millennials socially responsible by highlighting the importance of being a safe road-user.” The #BeTheBetterGuy campaign, which was launched in 2016 as a public awareness initiative with the tagline ‘Safety-begins-with-you,’ has evolved into a mass movement that has become synonymous with Hyundai’s efforts in making Indian roads ‘Safer-for-Everyone.’ The campaign was named after the hashtag that was used to promote the campaign. Our global CSR movement is called “CONTINUE,” and it describes our consistent efforts toward the community as a whole. The efforts that have been made under this aegis with #BeTheBetterGuy continue to bring a positive behavioral change in society by engaging the masses and going “Beyond Mobility.” Because of this, we are striving toward the creation of an environment that is both sustainable and safe for all who use the roads, which is what drives “Progress for Humanity.”
In addition, the topic for this year’s #BeTheBetterGuy campaign is “Buckle Up Young India,” which places a renewed emphasis on the appropriate exploitation of the safety measures that are present in modern-day automobiles, not just for your safety but also for the safety of those you care about.
#BeTheBetterGuy is a holistic road safety campaign that has been launched across the country. Its goal is to create two-way communication with the youth by utilizing a variety of digital platforms for maximum impact. This is done to share emotional and impactful messaging with the youth, thereby creating a ‘Chain-of-Change.’
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