Author: Neel Achary

Mumbai, Feb 05: HDFC Bank, India’s leading private sector bank, and STUDDS Accessories Ltd., the world’s largest two-wheeler helmet manufacturer by volume in CY 2024 (Source: CARE Report), have partnered with local traffic police to launch The Helmet Receipt—a unique on-ground road safety awareness campaign aimed at prompting riders to pause and reflect on the true cost of riding without a helmet.

Rolled out across 4 states and 12 cities, the initiative has distributed 2,812 Helmet Receipts to date. The campaign was conducted throughout January to coincide with National Safety Month, targeting high-density urban centres in Maharashtra, Gujarat, Karnataka, and Tamil Nadu. Participating cities include Mumbai, Bengaluru, Ahmedabad, Chennai, Surat, Navi Mumbai, Trichy, Rajkot, Madurai, Mysuru, Mangalore, and Hubli.

At select traffic junctions, riders are engaged through a simple yet impactful interaction. Those wearing helmets receive a “Paid in Advance” appreciation receipt, acknowledging their responsible behaviour. Riders without helmets are briefly stopped for one signal cycle and handed a Helmet Receipt—a symbolic bill that highlights the long-term consequences of a single unsafe decision. Each interaction lasts just five to seven seconds, ensuring minimal disruption to traffic flow while delivering a message designed to linger beyond the signal.

The campaign is built on a strong behavioural insight: while awareness around helmet safety is high, convenience often outweighs consequence. Traditional penalties and verbal warnings tend to fade quickly. The Helmet Receipt replaces enforcement with reflection, transforming a routine traffic stop into a moment of awareness and personal accountability.

Commenting on the initiative, Mr. Sidhartha Bhushan Khurana, Managing Director, STUDDS Accessories Ltd., said,

“Helmet usage isn’t about compliance; it’s about protecting lives. With The Helmet Receipt campaign, in partnership with HDFC Bank, we aim to move beyond preaching or penalising and instead create a moment of reflection right where decisions are made. As per MoRT&H data for 2023, over 54,000 two-wheeler riders who lost their lives were not wearing helmets. A brief pause at a traffic signal can influence behaviour, foster responsibility, and ultimately save lives.”

Mr. Ravi Santhanam, Chief Marketing Officer and Group Head – Brand, Retail Marketing & Customer Analytics, HDFC Bank, added,

“Road accidents have consequences that extend far beyond the immediate impact, affecting families and financial stability. This initiative encourages people to think not only about road safety but also about being financially prepared for unforeseen events. Small, conscious behavioural changes—like consistently wearing a helmet—can significantly reduce both emotional and financial stress.”

The campaign also subtly links road safety with financial preparedness. While STUDDS reinforces helmets as the first line of defence, HDFC Bank highlights the financial implications that follow accidents, including medical expenses and income disruption. Importantly, the initiative avoids product promotion, keeping the focus squarely on behaviour change.

Designed for easy scalability, The Helmet Receipt uses a single receipt format with regional language adaptations, enabling deployment across cities nationwide with minimal setup. Executed in collaboration with traffic police at high-density junctions, the initiative demonstrates how small, thoughtful interventions can drive meaningful change.

Through The Helmet Receipt campaign, HDFC Bank strengthens its role as a life preparedness partner, while STUDDS reaffirms its commitment as a safety-first brand—together reminding riders that while some costs are paid on the road, others can last a lifetime.