The Ministry of Road Transport and Highways (MoRTH), led by Union Minister Nitin Gadkari, has launched Sadak Suraksha Abhiyan (SSA) 2026, a nationwide campaign to promote responsible road behavior across India. The initiative features some of the country’s biggest stars, including Amitabh Bachchan, Alia Bhatt, Vicky Kaushal, along with Kay Kay Menon, acclaimed singer-composer Shankar Mahadevan, and lyricist-composer Swanand Kirkire, lending their voices and presence to the cause.
Now in its fourth consecutive year, SSA 2026 will host a grand telethon on CNN-News18 in Mumbai on January 25. This high-impact event will showcase engaging discussions and performances aimed at driving behavioral change and strengthening public commitment to road safety.
According to official MoRTH data, India witnessed 4,87,707 road crashes in 2024, resulting in 1,77,175 fatalities an average of nearly 485 lives lost daily. Disturbingly, over two-thirds of these deaths involved people aged 18 to 45, underscoring the urgent need for widespread awareness. Key risk factors include overspeeding, rash driving, dangerous overtaking, jaywalking, failure to use helmets and seatbelts, and delays in emergency response during the crucial golden hour.
The theme for SSA 2026 is ‘Kartavya’ (Duty), emphasizing that road safety is not merely a regulatory concern but a shared civic responsibility. The campaign’s tagline, “Parvaah Se, Kartavya Tak” (From Concern to Duty), signifies a shift from awareness to conscious action on Indian roads.
This year’s campaign focuses on four pillars:
- Kartavya (Duty)
- Kayda (Discipline)
- Kavach (Shield)
- Kranti (Change)
Together, these pillars aim to raise awareness, promote discipline, harness technology and AI, and foster long-term community-driven transformation. Santosh Menon, Chief Content Officer at Network18, said,
“Sadak Suraksha Abhiyan embodies a collective pledge to safer roads, uniting government, institutions, industry, media, and citizens in shared responsibility. This year’s ‘Kartavya’ theme highlights that road safety is everyone’s duty. Through collective ownership and sustained behavioral change, we can turn intention into real impact.”
Puneet Singhvi, Chief Strategy Officer of Network18 Group, added,” We commend the Ministry’s leadership in continuing this vital campaign and are dedicated to amplifying its message, deepening public understanding, and encouraging responsible road behavior to reduce preventable accidents and save lives.”
With strong celebrity endorsements and nationwide outreach, Sadak Suraksha Abhiyan 2026 aims to move beyond awareness, inspiring meaningful action and urging citizens to embrace road safety as a shared responsibility. The grand telethon will air on CNN-News18 on Sunday, January 25, starting at 11:00 AM.
