New Delhi: Bollywood superstar Shah Rukh Khan on Monday launched an initiative 'Safe Move - Traffic Safety Campaign' to promote the practice of road and traffic safety habits among children.

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The corporate social responsibility (CSR) initiative by Hyundai Motor India Pvt. Ltd. was announced in association with the ministry of road transport and highways. Its four main pillars are "Safe Move, Green Move, Happy Move and Easy Move".

Safe Move is a key pillar of the global CSR activity, which Shah Rukh will back as the ambassador of the premium car manufacturing brand Hyundai. The initiative will have both online and offline engagement channels.

Using the "Robocar Poli" animation series, along with a message from Road Transport and Highways Minister Nitin Gadkari and Shah Rukh, the campaign will be aired on Hungama TV channel. The 26-episode series will be available in English, Hindi and Tamil.

That apart, special School Contact and Residential Welfare Association (RWA) programs have been designed to reach out and spread the traffic safety message across multiple cities in the country. The school and RWA programmes will be initially activated in five cities of Delhi, Mumbai, Chennai, Kolkata and Ahmedabad.

"Such a CSR activity by the auto industry will go a long way in meeting the Indian commitment towards achieving the United Nations decadal goals for road safety, which were very recently the subject matter of discussion at the second world congress at Brasilia," said Vijay Chhibber, secretary, road transport and highways ministry.

Y.K. Koo, managing director, Hyundai India, said that as a "responsible car manufacturer", it is the brand's onus to "apprise children about the importance of traffic safety for a better future".