If 2020 taught us a lesson, it was about caring more and giving back to society while keeping safety as a priority. Hyundai India has embarked on such a journey with their CSR initiative and they truly went above and beyond with their #BeTheBetterGuy campaign to reach out and make a difference when it truly mattered. No doubt, 2021 is also about staying safe and doing the right thing and on that note we had a chat with Puneet Anand, Senior General Manager & Group Head Marketing – Hyundai Motor India Ltd, about Hyundai’s CSR initiative and how it stands at the very core of the brand’s identity.
Q: What are the defining principles of Hyundai’s CSR initiatives?
Puneet: As a company, we at Hyundai want to be known for our social values. At the very core stand the three pillars – environment, people and values. Building around these elements is our #BeTheBetterGuy campaign.
Q: #BeTheBetterGuy is about road safety, however in 2020 we saw it go beyond just that. Can you elaborate on this?
Puneet: #BeTheBetteryGuy was actually preceded by another safety campaign of ours, however with this campaign, our aim is to drive the value of safety in every aspect and build on our stand of being a conscious brand. This year has been more important than others due to the COVID19 Pandemic and it was a time for us to step up our efforts and deliver on this promise.
Q: Before we get into that, let us talk about the road safety element. What is the ethos of the #BeTheBetterGuy campaign?
Puneet: The idea behind the campaign is to establish the fact that safety begins with you. As a manufacturer, we build safe cars, but you need to take the right steps to be safe too! Our endeavour with this campaign is to address the fundamentals and drive a change in mentality. If people start thinking about safety on priority, it will have the desired impact in changing driving habits and improving the overall safety on our roads.
Q: Can you please elaborate on some of the initiatives that Hyundai has undertaken to drive this change?
Puneet: The fact that close to 45 per cent of total accidents and 37 per cent of all road accident related deaths happen within city limits, our focus has been within city areas to drive the change. Knowledge is the key and our initiatives include reaching out to over 500 schools through which we have contacted over 3 lakh students and educated them on the nuances of safe driving. We believe children are a big influence on their parents and this also helps drive in the thought of safety at an early age. We also reach out to our customer base and have run programs in societies to reach out to residents and educate them as well. Our media initiatives also play a big role in delivering the right message and those partnerships will continue to help us spread the word to a larger audience. If we are able to train and guide the people through this program, we can inculcate the idea of safe and healthy driving.
Q: How have your efforts been panning out? Do you see a change?
Puneet: Over the last 5 years, accident fatality rates have been coming down. While we cannot take the complete credit for this, it is a positive sign that people are becoming more aware and the need for safety is increasing. Our efforts tie into this seamlessly. Further to that, we also work with the Ministry of Road Transport to drive the message of road safety. Education is our biggest contributor to driving the change and we need the nation’s mentality on this to change first in order to achieve the dream of having an extremely safe driving environment across the country. Our support remains undeterred as we work with national and state governments on various CSR activities to build the value chain and reach out to everyone who drives.
Q: 2020 saw Hyundai India do a lot more than just road safety. As a company, you really came forward as a Corporate Hero during these challenging times!
Puneet: Thank you! Hyundai is a conscious brand that that goes beyond just having the right products. People matter. Relationships matter. 2020 was a year that tested everything to the limit. We were facing a global challenge and it was a year that was more important than any other. Safety didn’t just mean driving safe. Social distancing and hygiene continues to play a vital role and we are committed to delivering on these fronts as well. Having said that, at the time of the crisis first erupting, there was a need for medical devices, masks and other essential items that we contributed towards as well. It was about us doing our part to make a difference and we will continue to do so.
Watch the MotorScribes #BeTheBetterGuy Safety PitStop Initiative
https://www.youtube.com/watch?v=rcoO87dwXCM