Volvo Cars has rolled out a campaign during the National Road Safety Month.

Conceptualised by Grey, the brand collaborated with Dr Subodh Kerkar, an Indian painter and sculptor, for the campaign which comprises a film. Designed as a social experiment, the film brings attention to 'the most ignored painting', which is not in any museum or gallery but is a part of our daily lives. The ad opens with Kerkar holding a paintbrush and as he starts to paint, it is revealed that the painting is none other than the 'zebra-crossing.' Turning the crossing into a canvas, the experiment showcases the negligence of people driving on Indian roads who completely disregard the life-saving 'work of art'.

What we think about it: A powerful and thought-provoking initiative. The concept of transforming a zebra crossing into a canvas as part of a social experiment highlights the often overlooked importance of road safety. We love this parallel as it shows something so integral in a new light while underscoring how one should take the essential, life-saving aspects of environment more seriously. 

Jyoti Malhotra, managing director, Volvo Cars India, said, "At Volvo, safety has always been at the core of our values. It's not just about building cars; it's about building a culture of care and responsibility. Through this collaboration with Subodh Kerkar, we hope to make people pause, reflect, and take action to prioritize road safety."