The video showing the Daman Collector and a number of Thar and Fortuner owners taking the pledge has been shared on X by Desi I go out on their page. It starts off with Daman District Collector Saurabh Mishra arriving at the Daman Transport Nagar. It can be noted that there were multiple rows of Toyota Fortuners and Mahindra Thars parked on the lot. In total, there are around 60 to 70 SUVs.
Soon after this, the owners of these SUVs can be seen standing in front, after which the pledge ceremony takes place. The video shows that the owners were also handed the pledge written on a paper, and they repeated the pledge after District Collector Saurabh Mishra. They were then handed placards, which they held and walked around the SUVs in the parking lot.
During the event, participating drivers publicly committed to following traffic rules, respecting speed limits and avoiding dangerous driving and stunts. The pledge also highlighted the importance of pedestrian safety and being responsible towards other road users. The Daman administration organised this initiative, and the District Collector administered the road safety pledge.
The particular campaign is getting attention as a new and different approach from conventional road safety programmes was taken. With this initiative, the administration directly addressed the image associated with large and powerful SUVs. One of the prominent messages at the event was ‘Raftaar Nahi, Sanskaar’, which shifts the focus from speed to responsible behaviour.
Another message, ‘Bhaigiri Nahi – Zimmedari!’, was chanted by SUV owners. This was done to make sure these drivers choose responsibility over aggressive behaviour on public roads. Participants were also seen carrying placards with messages such as ‘Bhaigiri cool nahi hai’. Another line used during the campaign was ‘Shaan ke saath saath suraksha ka bhi rakhna hai dhyan’. This basically asks the owners to give safety the same importance as the pride associated with their vehicles.
Now, for those wondering why only Mahindra Thar and Toyota Fortuner owners were asked to attend the event. Well, as we all know, both of these SUVs have a strong road presence and an aspirational following. And the administration has used their popularity to communicate its road discipline message directly to their owners.
The idea is not that owners of these SUVs are inherently unsafe drivers. Instead, it is that the image, size or capability of a vehicle should not encourage irresponsible behaviour. The campaign, as per the authorities, tried to connect the pride of owning such an SUV with greater responsibility towards pedestrians, two-wheelers and other motorists.
Generally, road safety campaigns focus on issues such as speeding, seat belts, helmets, drunk driving and following traffic rules. However, this initiative by Daman authorities takes a more targeted approach. It brings owners of two popular SUVs together and makes them part of the awareness campaign.
The broader message of the Thar-Fortuner Sankalp Yatra is very straightforward. The capabilities or road presence of a vehicle do not give its driver an exemption from responsible driving. So, by involving Thar and Fortuner owners themselves, the campaign, as per the authorities, attempts to use the popularity of these SUVs as a platform to promote safer and more disciplined behaviour on public roads.