Michelin India and PVR Nest CineArt Steer to Safety campaign
This creative and educative program involves film making training from film makers for selected students to make original road safety films. A Master Class on film making by Nagesh Kukunoor was held this week.
Students will attend one of 100 workshops to develop storytelling skills through films, direction, visualization and craftsmanship, and children’s original films will be screened at select PVR Cinemas across India reaching over 70 million patrons.
Until now, this campaign has partnered with 100 Delhi/ NCR schools and 1,00,000 students, youth organizations, national and international road safety federations, resident welfare associations, and creative and technical partners. 100 knowledge sessions have been delivered and 10,000+ students have submitted their entries.
Brij Uberoi, Country Head – Government Relations & Public Affairs, Michelin Indiasaid, “Safety has been a part of the Michelin Tyres DNA for the last 120 years. This is why the Michelin Group is consistently making efforts to improve road safety everywhere we operate. It is our constant endeavour to be a benchmark for road safety for the industry in every country where we are present. With the Steer to Safety programme, we believe we can start to improve awareness, especially with the children the people who are often the most important to all of us.”
Deepa Menon, Vice President, Corporate Social Responsibility, PVR Nest said, “Stepping into the second year of association with the leading tire company worldwide, Michelin; we continuously look at core issues that can help in community upliftment. It is our commitment towards urban sustainability that we create education, action and awareness on this very important issue of Road Safety. We are grateful to Nagesh Kukunoor for making the session so valuable for the students. As a film exhibition company, we intend to offer the best possible outreach to the original films the students will make during this campaign.”