Times Now, India’s leading English news channel, has launched a nationwide road safety initiative, Brake The Habit, under its automotive vertical Times Drive. Officially unveiled on Independence Day and flagged off by Nitin Gadkari, Hon’ble Minister for Road Transport and Highways, the campaign aims to make road safety a collective responsibility by curbing overspeeding, reckless overtakes, and distracted driving.

The bold messaging has already taken over billboards and bus shelters across major metro cities, serving as a public wake-up call. Reinforcing its core message, the campaign stresses: “Safety isn’t optional, it’s essential. Together, let’s Brake The Habit for a safer tomorrow.”

According to the Ministry of Road Transport and Highways (MoRTH) 2022 report, India records over 4.61 lakh road accidents annually, with causes ranging from overspeeding and red-light jumping to drunk driving and rising mobile phone usage behind the wheel. Times Now’s six-month-long campaign seeks to tackle these issues by driving mass awareness, encouraging responsible driving, and inspiring behavioural change—particularly among young and first-time drivers.

The initiative is being rolled out through a 360-degree outreach plan, spanning print, innovative outdoor formats, digital engagement, and Times Network’s broadcast channels. Going beyond awareness messaging, the campaign will involve audiences through polls, viewer opinions, thought-provoking on-air content, and digital storytelling. A dedicated campaign hub has been created on Times Drive’s website to share safety insights, inspiring stories, and community-driven action.

Colleges and universities will play a major role in the campaign’s next phase, with on-ground activities and student-led initiatives planned. The movement will culminate in a high-impact event during Road Safety Week in January 2026.

Speaking at the launch, Nitin Gadkari praised Times Network for using its platform to amplify such a critical cause. “Road safety is not the responsibility of the government alone—it requires collective awareness and accountability. Campaigns like Brake The Habit will go a long way in sensitising the youth and building a culture of responsible driving in India,” he said.

At a time when India is battling an alarming rise in road accidents, ‘Brake The Habit’ serves as a strong reminder that safer roads begin with individual choices. By building a culture of responsibility, the campaign aims to transform road safety into a nationwide people’s movement.