Mumbai, April 22: Actor Riteish Deshmukh has been appointed as the brand ambassador of the Maharashtra State Road Transport Corporation, marking a move that blends personal nostalgia with public responsibility. Sharing his thoughts, the actor said the role holds deep meaning, recalling how his father and he travelled in state buses during their early years.
Deshmukh emphasised that his focus will be on promoting road safety, particularly urging citizens to avoid drink and drive. He described the campaign as a responsibility towards ensuring safer journeys for all.
Government backs awareness push
The appointment, which also includes actor Genelia Deshmukh, will span five years. The agreement was formalised in the presence of Maharashtra Chief Minister Devendra Fadnavis and Deputy Chief Minister Eknath Shinde, underlining the importance of the initiative.
Transport Minister Pratap Sarnaik stated that the move aims to strengthen the reach and impact of ongoing awareness campaigns, particularly the department’s road safety drive.
Strengthening impact of public campaigns
Officials believe that celebrity driven messaging can make safety communication more relatable, especially among younger commuters. With Maharashtra witnessing heavy vehicular movement and rapid urban expansion, road safety has emerged as a pressing concern.
Authorities hope that the campaign will not only spread awareness but also encourage behavioural change, fostering a culture of responsibility on roads. By leveraging familiar faces and personal stories, the government aims to bring sharper focus to compliance with traffic rules and reduce accidents across the state.
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