India – To mark National Road Safety Month, Volvo Car India has teamed up with internationally acclaimed artist Dr. Subodh Kerkar for a thought-provoking social experiment, using art to spotlight India’s pressing pedestrian safety crisis.
As part of the campaign, artist Subodh Kerkar shared a teaser reel highlighting how his latest creation was being unexpectedly overlooked. The post sparked curiosity, prompting viewers to discover more about his ‘Most Ignored Painting’ at a special event.
At an event attended by art enthusiasts, media, the Deputy Commissioner of Traffic, and road safety advocates, Subodh Kerkar unveiled a video documenting a social experiment on pedestrian safety. The footage revealed his ‘most ignored painting’—a hand-painted zebra crossing at a busy intersection, signed with his name. Over several days, the experiment captured how vehicles routinely disregarded the crossing, rarely stopping for pedestrians.
Kerkar used the road as his canvas to highlight the neglect of an everyday safety feature. While gallery artworks draw attention, vital road markings like zebra crossings are often overlooked despite their role in preventing accidents. He stated that the initiative, in collaboration with Volvo, aimed to raise awareness about pedestrian safety and the importance of respecting traffic rules.
Jyoti Malhotra, managing director at Volvo Car 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 prioritise road safety.”
The campaign video, shared by Volvo Cars India on Instagram, has garnered over 6 million views. Highlighting the frequent neglect of zebra crossings, the initiative aims to raise awareness of pedestrian safety and promote adherence to traffic rules.
