Times Now, one of India’s leading English news channels, has rolled out a nationwide road safety initiative, ‘Brake The Habit’, under its automotive vertical Times Drive. The campaign, launched on India’s 79th Independence Day, seeks to draw urgent attention to reckless road behaviour and push for a culture of safe, responsible driving.

According to a press release, the campaign was officially flagged off by Nitin Gadkari, Minister for Road Transport and Highways, who praised Times Network for using its media influence to amplify the critical issue of road safety. Across major metro cities, bus shelters and billboards have been transformed into bold reminders against overspeeding, reckless overtaking, and distracted driving, positioning the campaign as a wake-up call for citizens.

India continues to grapple with alarming road safety statistics. As per the Ministry of Road Transport and Highways’ 2022 report, the country records over 4.61 lakh accidents every year, primarily caused by practices such as overspeeding, drunk driving, red-light jumping, and mobile phone usage behind the wheel—now among the most concerning causes of accidents in urban areas. Through this six-month campaign, ‘Brake The Habit’ aims to spread awareness, inspire behavioural change, and particularly engage with young and first-time drivers, before culminating in Road Safety Week in January 2026.

The initiative is being driven with a 360-degree communication strategy, spanning print, outdoor formats, digital platforms, and Times Network’s broadcast channels. Beyond awareness messages, the campaign will also involve polls, audience engagement, and thought-provoking content on-air and online. A dedicated digital section has been carved out on Times Drive, not only to caution against reckless practices but also to highlight inspiring stories of empathy, timely interventions, and life-saving awareness from everyday citizens.

As part of its on-ground engagement, ‘Brake The Habit’ will reach colleges and universities, targeting youth audiences with interactive sessions and initiatives that reinforce road discipline. The campaign will unfold in phases, beginning with digital and on-air activations before expanding into large-scale community participation and closing with a flagship on-ground event during Road Safety Week.

With India seeking to curb the rising tide of road accidents, the campaign underscores the message that road safety begins with individual responsibility. By urging citizens to “brake the habit” together, Times Now hopes to shape a safer driving culture for the present and the future.

For more details on the campaign, viewers can visit www.timesdrive.in/brake-the-habit or watch the campaign film on YouTube.