The road safety campaign aims to shift passenger behaviour and is supported by a new in-app Seat Belt Reminder feature
Bengaluru, India — [June 9, 2026]: DriveU, India’s leading on-demand driver services platform, has launched ‘Make It Click’, a new road safety campaign aimed at encouraging passengers to wear rear seat belts.
The campaign highlights a common but often overlooked behaviour on Indian roads: while front-seat passengers are more accustomed to buckling up, rear-seat passengers frequently skip seat belts, assuming the back seat is safer. However, accident data and
real-world crashes have repeatedly shown that unbuckled rear-seat passengers are at serious risk of injury or death during a collision. Children travelling without proper restraints are especially vulnerable.
Through ‘Make It Click’, DriveU aims to create greater awareness around rear-seat belt usage and encourage passengers to treat seat belts as a non-negotiable safety habit, regardless of where they are seated in the vehicle.
As part of the initiative, DriveU will run targeted awareness communication across social media and digital channels. The company will also explore collaborations with road safety associations and partner organisations to amplify the message and encourage passengers to buckle up for their own safety and the safety of their loved ones.
Alongside the campaign, DriveU has rolled out a new tech-enabled Seat Belt Reminder feature across the country. The feature is designed to encourage both users and driver-partners to wear seat belts before the journey begins. Once a DriveU trip starts, both the customer and the driver-partner receive simultaneous in-app notifications reminding them to fasten their seat belts. The reminder acts as a timely safety nudge at the start of every trip, reinforcing safer travel behaviour across the platform.
Speaking about the campaign, Rahm Shastry, CEO, DriveU, said, “Seat belts are one of the simplest and most effective ways to reduce the risk of serious injury in a crash. While front-seat passengers are generally more used to buckling up, rear-seat belt usage still
remains low. At DriveU, safety is a continuous effort. We are constantly exploring ways to strengthen platform safety through technology-led interventions, awareness, and better support systems. The Seat Belt Reminder is another step in that direction, and with ‘Make It Click’, we want to encourage every passenger to make buckling up a habit before every journey.”
According to government data, failure to wear helmets and seat belts continues to be a significant contributor to road fatalities in India. In 2024, non-compliance accounted for nearly 39% of road deaths, with 69,088 fatalities. Globally, the World Health Organization notes that wearing a seat belt can reduce the risk of death among vehicle occupants by up to 50%.
With ‘Make It Click’, DriveU is reinforcing the message that road safety is not just the responsibility of the driver. Every occupant in the vehicle plays a role in making the journey safer.
The campaign is part of DriveU’s larger commitment to building safer travel experiences for both customers and driver-partners through awareness, technology, and continuous safety improvements.
(For additional information, please contact Chaitanya Bagwaiya, PR & Communication strategist DriveU. Email: Chaitanya.b@driveu.in Tel: 8109351287)
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