Lucknow: With human error identified as the leading cause behind most road accident fatalities in India, Ujjivan Small Finance Bank has launched a unique ‘phygital’ (physical + digital) road safety awareness campaign titled #PleaseGrowUp as part of National Road Safety Awareness Week. The campaign aims to spotlight one of the most overlooked contributors to road accidents—immature and irresponsible behaviour on the road.
While road mishaps are often attributed to poor infrastructure or mechanical failure, data and experience reveal that the majority of deaths are caused by avoidable human actions such as overspeeding, jumping traffic signals, distracted driving, driving under the influence, and ignoring basic safety norms. Through this initiative, the bank seeks to hold a mirror to everyday driving habits, encouraging self-reflection, accountability, and behavioural change.
Through #PleaseGrowUp, Ujjivan Small Finance Bank presents road negligence in its true light—not as bravery, coolness, or adult behaviour, but as something fundamentally childish. The campaign adopts satire and visual irony, portraying irresponsible driving habits through “baby talk” and childlike fantasies. This creative approach is designed to make reckless behaviour appear as awkward and unacceptable on public roads as it truly is.
Rolled out through short-form videos, digital content, and social media storytelling, the campaign highlights how a single careless decision can have life-altering consequences for innocent people. Every element of the initiative reinforces a simple truth: breaking traffic rules is equivalent to acting like a child—and it’s time to grow up.
As part of its broader road safety outreach, Ujjivan Bank is also conducting high-impact on-ground activities across multiple cities in collaboration with civic and traffic authorities. In Bengaluru, a fully branded, life-size helmet-shaped mobile van will tour high-traffic areas to promote helmet usage. In Kolkata, a branded mobile canter equipped with a public announcement system and campaign creatives will engage commuters at key traffic hotspots. The campaign will also extend to major junctions on SG Highway in Ahmedabad and the Kharadi traffic junction in Pune, strengthening the message of responsible road behaviour nationwide.
Commenting on the initiative, Laxman Velayutham, Chief Marketing Officer, Ujjivan Small Finance Bank, said, “Road safety messages often lose their impact because unsafe behaviour has gradually become normalised. With #PleaseGrowUp, we wanted to adopt a fresh, creative approach that makes people pause and reflect on their actions. As a responsible bank, our commitment to community welfare goes beyond financial inclusion—it also includes promoting self-awareness and responsible citizenship.”
