MTV has rolled out a campaign 'Chikmangloo Mat Ban' (don't become Chikmangloo) for Road Safety Month featuring Chikmangloo, an animated character crafted in-house and actor, TV host and VJ, Rannvijay Singha.

The youth entertainment channel has partnered with ArriveSAFE, an NGO founded by Harman Singh Sidhu after a life-changing road crash in 1996, to promote road safety and sustainable transportation.

The campaign aims to inspire India’s youth to prioritise road safety and make conscious choices that can create safer roads nationwide.

Conceptualised in-house, the campaign features Chikmangloo, a fun, bold, and relatable character who embodies the reckless behaviours often seen on roads. Through exaggerated misadventures, Chikmangloo highlights the consequences of ignoring traffic rules, like dancing on a zebra crossing for social media or speeding through crowded streets. The film showcases Chikmangloo walking onto the set of MTV Roadies, where he confronts host Rannvijay Singha and demands to join the next season. His misplaced confidence leads to a crash course in responsible behaviour, with Singha emphasising that being an “Asli Roadie” (real roadie) means following road rules.

What we think about it: Cleverly blends humour and education with the quirky Chikmangloo character, whose antics and mishaps make him unforgettable. The integration of Rannvijay Singha in a Roadies setting feels seamless and perfectly on-brand. A memorable and impactful effort to promote responsible road behaviour.

Anshul Ailawadi, business head – youth, music and English, JioStar, said, “We believe meaningful change begins with conversations that resonate. Chikmangloo isn’t just a quirky character—he reflects the behaviours we often witness but ignore. By blending humour with a powerful message, this campaign aims to inspire youth to adopt safer practices and take ownership of making our roads safer for everyone.”

Sidhu added, “Some incidents can completely change your life in the blink of an eye. While many of these are inevitable, others, including road crashes, are avoidable. To even Imagine that every 3 minutes, a life is lost on Indian roads due to crashes is harrowing. What’s even worse is that most of these victims are usually the young breadwinners of the family. Incidents like these not only shake the foundation of their family but also have a profound social, emotional, and economic impact on the family members and their loved ones. Through our collaboration with MTV, we aim to inspire and educate these young riders to make conscious decisions that will make India’s roads safer for everyone.”