Vivek Oberoi, Lara Dutta Bhupati along with Nagesh Kukunoor and Kunal Kapoor pledged their support to one of the largest campaign in Delhi NCR, targeting more than 100,000 students. ‘CineArt Steer to Safety’ campaign by PVR Nest, registered foundation of PVR, India’s largest film entertainment company and Michelin India, a leading tyre company worldwide is aimed at sensitizing students and youth on road safety.

The video featuring these celebs was launched yesterday in presence of Honourable Minister of State for Human Resource Development Dr. Shashi Tharoor, Ambassador of France to India His Excellency Mr. Francois Richier, Mr Ajay Bijli, CMD - PVR Cinemas.

The 2 minute film which will run at PVR Cinemas across the country asserts the message, "I donate 10 seconds of my life to you and responsible road behaviour." It’s been found out in various research studies that a distraction of a mere 1-10 seconds is a major cause of most road accidents. Whether it is talking on phone while driving, drinking and driving, wrongful overtaking, jumping the red light etc., it all takes only a few seconds.

This campaign will partner with 100,000 students from 100 Delhi NCR schools, youth organizations and over 30 national and international road safety federations, creative and technical partners and will effectively create education and leadership through creative media and lead into sustained behavioural change, focusing on policy enforcement. The students will be trained on film making with eminent film makers and their original films will be screened PVR cinemas across the country reaching over 70 million patrons.