MTV Roadies – Karm ya Kaand joins forces with Maharashtra Highway Traffic Police for innovative road safety campaign

Witnessing a groundbreaking partnership that combined entertainment, responsibility and compassion, India’s leading youth entertainment channel, MTV’s iconic youth reality show, MTV Roadies – Karm ya Kaand joined forces with the Maharashtra Highway Traffic Police for an innovative road safety campaign in Mumbai. In a significant move towards fostering road safety awareness, MTV Roadies provided 500 Roadies branded helmets, created by a not-for-profit organisation, Yashlok Foundation, to the Maharashtra Highway Traffic Police. This collaboration underscored the show's dedication to promoting road safety and responsibility, with a sense of adventure, in line with the ethos of the show. 

As a part of this collaboration, humanitarian, philanthropist, and actor Sonu Sood, along with a dedicated team of Traffic police personnel took over the bustling streets of Andheri West, Mumbai recently. Similar to the show’s unexpected twists and turns, the team equipped ‘Kaand’ helmet non-wearers i.e., the rule-breakers with the helmets, instead of penalising them - as an act of ‘Karm’ to help them follow road safety rules in the future. Embodying the spirit of the show, the initiative emphasised the importance of doing good deeds while holding individuals accountable for their actions. 

Dr Ravinder Singal, Additional Director General of Police (ADGP) of Maharashtra Highway Traffic Police added, "As guardians of road safety, we are committed to making our streets safer for all. This unique collaboration between MTV Roadies - Karm ya Kaand and us, the Maharashtra Highway Traffic Police, has helped us reinforce the importance of road safety in a widespread way, changing mindsets and behaviours. We are appreciative of all the efforts taken by MTV on the streets of Mumbai today."