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The Painting That Everyone Ignored – Until Now

Volvo Cars India

MOST IGNORED PAINTING

Volvo and Subodh Kerkar Paint a New Message for Pedestrian Safety.

Volvo, deeply entrenched in safety, sought to extend its commitment beyond cars. Collaborating with artist Subodh Kerkar, they raised awareness for pedestrian safety in India, where motorists often ignore zebra crossings. Kerkar painted and signed a prominent zebra crossing, highlighting how a museum painting is valued, yet a life-saving road painting is ignored. This art experiment garnered extensive media coverage, prompting renewed focus on pedestrian safety from traffic authorities. 

This Isn’t Just a Painting

MOST IGNORED PAINTING - image2
Famous

This Volvo initiative starkly highlighted for the public the growing need for road awareness and accountability. It sparked a citizen movement, identifying ignored pedestrian crossings. More artists rallied behind the cause, and school activations began educating future citizens. Traffic police and policymakers commended the initiative, putting renewed focus on pedestrian safety. 

Effective
  • 300% Increase in Volvo Brand Conversations 
  • 50M In Earned PR 
  • 850 crossings geo-tagged in 22 cities 
  • Most Shared Campaign by Volvo in India 
MARKETECH APAC
“Artist Subodh Kerkar’s ‘Most Ignored Painting’ Delivers a Powerful Road Safety Message in Volvo’s New Initiative.”
Passionate in Marketing
“An Artist Reveals His Most Ignored Painting, And It’s Not In A Gallery.”
Business News for Profit
“Volvo and Artist Subodh Kerkar Come Together to Deliver a Striking Message During National Road Safety.”
“At Volvo, safety is core. It’s about building a culture of safety and responsibility. Through this collaboration, we hope to make people pause, reflect, and prioritize road safety.”
Jyoti Malhotra, MD, Volvo Cars India
FAMOUSLY EFFECTIVE