Ministry of Road Transport and Highways (MoRTH) and the National Highways Authority of India (NHAI) have jointly rolled out a road safety campaign.

Featuring actor Amitabh Bachchan, the campaign is a part of Sadak Suraksha Abhiyan 2025 and centres around the message, 'Parwah Karenge, Surakshit Rahenge' (When We Care, We Stay Safe).

Conceptualised by McCann, the campaign comprises 16 films starring Bachchan.

Prasoon Joshi, CEO and CCO, McCann WorldGroup, said, "The essence of 'Parwah Karenge, Surakshit Rahenge'; goes beyond just a campaign slogan – it's a fundamental truth about human behaviour and safety. Only when we truly care, can we ensure safety on our roads. This initiative isn't just about creating awareness; it's about touching hearts and changing mindsets to create a safer India for all."