Odisha CM launches IIT Madras RBG Labs’ ‘Zero Accident Day’ Campaign

Chennai: Odisha Chief Minister Mohan Charan Majhi launched a comprehensive road safety campaign called ‘Zero Accident Day’ developed by RBG Labs at IIT Madras which places common citizens in the driver’s seat of road safety. Launched on Tuesday (under the aegis of Commerce and Transport Department, Government of Odisha, this 23-day ZAD campaign aims to sensitise road users in Bhubaneswar to safe driving practices and foster a culture of shared responsibility on the roads. The campaign was formally flagged off by the Chief Minister, Majhi at Loka Seva Bhavan, Bhubaneshwar, in presence of key dignitaries from the state. With men accounting for over 80% of road fatalities in India, it is strategic that women lead the campaign and ensure male counterparts to follow safe practices and most importantly - come home safe. Commending this IIT Madras initiative, Majhi said, “This is a novel initiative by IIT Madras which aimed at improving road mobility with enhanced safety, while fostering a road safety mindset among the public. ‘Zero Accident Day’ marks a collective pledge for safe commuting and saving lives. It will leave a lasting impact on the people of Odisha, promoting both individual and collective responsibility for road safety.” Speaking on the occasion, Bibhuti Bhusan Jena, Minister for Commerce & Transport, Steel & Mines, said, “Among all the reasons for road accidents today, the foremost is the lack of values within us to accept and embrace development. There is a lack of education. Based on this, from today, we begin 'Zero Accident Day'. We will go to everyone and spread awareness. To work comprehensively in this field, we also have a partnership with IIT Madras. The observance of Zero Accident Day will be meaningful only when we all accept and follow it." IIT Madras is planning to organize various activation events with LGBTQ+, gig workers including delivery partners, college students, software professionals and with all the other common citizens in Bhubaneswar. Road Safety Awareness through literary and social activities like reels competition, essay writing, photography, short film making competition and cultural activities are also part of ZAD campaign. The Zero Accident Day campaign also incentivises safe road behaviour while penalising unsafe practices through its planned Zero Tolerance Days. They focus on strict, data-driven enforcement, distribution of safety materials, and direct engagement with citizens to encourage adherence to traffic laws and promote a culture of responsible road use.