Volvo Car India has launched a powerful road safety campaign in partnership with renowned Indian artist Subodh Kerkar. The initiative, titled "The Most Ignored Painting," aims to highlight the often-overlooked importance of pedestrian safety, particularly the vital role of zebra crossings, during National Road Safety Month 2025.
At the heart of the collaboration is a striking piece of art unveiled at a special exhibition at The Stainless Gallery in New Delhi. Mr. Kerkar’s poignant creation portrays the stark reality of a zebra crossing being freshly painted at night, only to disappear beneath a flood of vehicles the following morning. This compelling visual serves as a powerful reminder of how pedestrian crossings are frequently neglected.
"Zebra crossings are more than just lines on the road; they are lifelines for pedestrians," said Subodh Kerkar, reflecting on his artwork. "Through this project, I aim to spark a deeper conversation about road safety and inspire a greater sense of responsibility towards pedestrians. Art has the power to move people and create meaningful change, and I believe this project can serve as an example of how art can be used to address crucial societal issues."
"Safety is deeply ingrained in Volvo Car’s DNA," said Mr. Jyoti Malhotra, Managing Director of Volvo Car India. "Collaborating with a visionary artist like Subodh Kerkar allows us to transcend traditional communication and use art to ignite a powerful dialogue on road safety. This initiative underscores our unwavering commitment to protecting lives and fostering safer mobility for all."
The project has gained considerable traction on social media, with Subodh Kerkar’s Instagram reel discussing "The Most Ignored Painting" resonating deeply with audiences, sparking meaningful conversations and attracting widespread interest.
