India★ Honda Partners with Popular Anime for Traffic Safety Awareness Campaign

India's popular animated character "Chotta Beam" to assist with traffic safety.
Honda Motorcycle & Scooter India (HMSI) recently partnered with Pogo, the private broadcaster airing the show of the same name, for the rights to use the character, according to NNA, a provider of economic information in Asia.

Pogo reaches 27 million households nationwide, and Chotta Beam is a popular show watched by 73% of children aged 4 to 14 (as of December 2013, Omniture survey). While the contract is renewable annually, an HMSI representative stated their policy is to "use it long-term as our own children's character."
Traffic safety events featuring the character are scheduled to be held soon in 11 cities nationwide, including Delhi, Jaipur (Rajasthan state, west), and Indore (Madhya Pradesh state, central). These events will promote understanding of pedestrian traffic rules, such as crossing at crosswalks and obeying signals, for children and parents. Keita Muramatsu, President and CEO of HMSI, stated, "We have been involved in traffic safety awareness activities in India for 11 years. Amid rapidly increasing automobile sales, we will continue to provide opportunities to learn traffic rules, focusing on children and women."
HMSI operates two traffic training facilities in Delhi and Jaipur, offering safe riding courses for motorcycles as well as automotive classes for children. Last year, the two facilities collectively served a total of 30,000 participants.

HMSI CEO Muramatsu (center) introduces "Chotta Beam," the character adopted for children's traffic safety. HMSI CEO Muramatsu (center) introduces "Chotta Beam," the character adopted for children's traffic safety.