Times Now Launches ‘Brake The Habit’ Road Safety CampaignThe campaign reminds citizens: Safety isn’t optional-it’s essential.
On India’s 79th Independence Day, Times Now, through its automotive vertical Times Drive, launched a nationwide road safety initiative titled ‘Brake The Habit’. Aimed at curbing dangerous driving behaviours like overspeeding, distracted driving, and reckless overtaking, the campaign is a bold step toward promoting safer roads.
The initiative was officially unveiled by Shri Nitin Gadkari, Hon’ble Minister for Road Transport and Highways, who praised Times Network for spotlighting a national issue of urgent importance.
According to the Ministry of Road Transport and Highways (2022), India sees over 4.61 lakh road accidents annually, largely due to unsafe driving habits-particularly among young and first-time drivers. Through a six-month campaign, culminating in Road Safety Week (January 2026), ‘Brake The Habit’ aims to foster behavioural change and encourage responsible driving.
The campaign is being rolled out across metros using a 360-degree strategy-from print and outdoor billboards to digital activations and Times Network’s broadcast channels. Messaging is supported by audience engagement tools like polls, viewer feedback, and inspirational content highlighting acts of empathy and intervention on the roads.
Colleges and universities form a key outreach focus, with the campaign unfolding in phases—starting with digital, moving to on-ground activations, and ending in a major event in January 2026.
At its core, ‘Brake The Habit’ calls on citizens to take personal responsibility. By changing habits today, Times Now hopes to help build safer roads for generations to come.
