Shri Nitin Gadkari Calls for Collective Responsibility to Make Roads Safer
Reinforcing its core message, the campaign makes a clear appeal: Safety isn’t optional, it’s essential. Together, let’s Brake The Habit for a safer tomorrow
Times Now, India’s leading English News channel, through its automotive vertical Times Drive, launched a nationwide road safety initiative, ‘Brake The Habit’ onIndia’s 79th Independence Day. Across metro cities, bold campaign messaging transformed bus shelters and billboards into wake-up calls against overspeeding, reckless overtakes, and distracted driving. This initiative was officially flagged off by Shri Nitin Gadkari, Hon’ble Minister for Road Transport and Highways, who unveiled the initiative and lauded Times Network for leveraging its stature to amplify the importance of road safety and champion a cause of national significance.
According to the Ministry of Road Transport and Highways (MORTH) 2022 report, India records over 4.61 lakh accidents annually, caused primarily by reckless practices such as over-speeding, drunk driving, red-light jumping, and mobile phone usage while driving, which has emerged as one of the most alarming causes of accidents in urban India. Through this six-month long campaign culminating in Road Safety Week in January 2026, ‘Brake The Habit’ seeks to drive mass awareness, encourage responsible driving, and inspire behavioural change among road users, especially young and first-time drivers.
The expansive initiative is being executed through a 360-degree strategy spanning print, innovative outdoor formats, digital platforms, and Times Network’s broadcast channels. Beyond static messaging, the channel will actively involve its audiences—running polls, inviting viewer opinions, creating thought-provoking on-air content, and encouraging meaningful participation. On the digital front, Times Drive has carved out a dedicated section for the campaign. Beyond cautioning against the perils of reckless driving, ‘Brake the Habit’ seeks to spotlight inspiring stories of timely interventions, acts of empathy, and life-saving awareness that reflect the true spirit of responsible driving.
The campaign will actively engage colleges and universities, targeting young and first-time drivers. It will unfold in phases,beginning with online and on-air activations first, followed by on-ground initiatives, community engagement, finally culminating in a high-impact on-ground event during Road Safety Week in January 2026.
At a time when India is working to curb the alarming rise in road accidents, this initiative reinforces a powerful truth: road safety begins with each of us. By choosing to brake the habit together, andpaving the way for safer roads today and for generations to come.With ‘Brake The Habit’, the channel aims to translate this vision into action, building a movement that seeks to transform road safety into a collective responsibility.
For more details on the campaign and to join the movement, visit the official portal www.timesdrive.in/brake-the-habit.
