A unique road safety awareness campaign in Daman has attracted attention on social media after owners and drivers of popular SUVs such as the Mahindra Thar and Toyota Fortuner were brought together and administered a road safety pledge by the district administration.
This initiative (called the ‘Thar-Fortuner Sankalp Yatra’) has been organized by the Daman administration and the Transport Department and aims to encourage responsible driving and deter speeding, stunt driving and reckless behaviour on public roads. The message of the campaign was simple: drivers should drive with care and not put other road users at risk.
According to the administration, around 350 vehicles were gathered at Transport Nagar as part of the campaign. Daman has 209 registered Thar vehicles and 248 registered Fortuner vehicles and owners and drivers of these SUVs and other vehicles took part in the event.
Daman SUV owners take Road Safety Pledge
In the presence of Daman Collector Dr Saurabh Mishra and Superintendent of Police Ketan Bansal and other people who were present, participating vehicle owners and drivers made a commitment to comply with traffic rules and drive safely. They were also told to avoid the kind of reckless behaviour and activities that would put pedestrians, drivers and tourists in danger.
The campaign tried to promote the notion that owning a powerful or premium SUV comes with a responsibility to the wider community. Driver safety and driver education were the administration’s point of view and not to frighten others on the road.
The collector told SUV owners to become a symbol of safety instead of fear. He also advised motorists to help people in the event of accidents, and said responsible driving is more than following traffic laws.
‘Raftar Nahin, Sanskar’ Message
A campaign slogan that was central to the campaign was ‘Raftar Nahin, Sanskar’ which translates generally as “Not speed, but values”. The slogan was used to discourage speeding, stunt driving, reckless manoeuvres and what the administration referred to as “hero-giri” and “bhaigiri”.
The message comes at a time when people are worried about dangerous driving videos and social media trends involving SUVs. Stunts done on the road, excessive speeding and aggressive driving put people behind the wheel as well as pedestrians and other drivers in peril.
Daman Deputy Collector Priyanshu Singh said the initiative was organised under the leadership of Administrator Praful Patel to bring registered Thar and Fortuner owners together and encourage responsible conduct on the roads.
Warning Against ‘Bhaigiri’ And ‘Mafiyagiri’
The administration also issued a strong warning against individuals who display large SUVs to show “bhaigiri” or “mafiyagiri”. Singh said such behaviour would not be tolerated and that strict action would be taken against people who were found engaging in such behaviour.
But the campaign was not limited to local vehicle owners. Officials also contacted people who come to Daman from outside of the area, especially people who are known to perform vehicle stunts or engage in other risky activities.
The safety of motorists must be taken into account, as well as the safety of the general public and tourists visiting Daman. The administration warned that anyone who engaged in dangerous stunts or reckless driving would be in trouble.
Why Thar And Fortuner Owners Were Targeted
Thar and Fortuner owners seem to be the main reason for the popularity and road presence of these SUVs. Both models are not only popular on Indian roads but are also associated with high ground clearance, large size and strong road presence.
The fact that people own cars is not a sign of unsafe driving, but authorities are leveraging the popularity of this type of vehicle to send a broader message about responsible behaviour. Safety and discipline are first and foremost, and not driving vehicles to make others look silly or to intimidate others is the target of the campaign.
The event also demonstrates how local administrations are increasingly using public campaigns and social media messaging to address traffic-related issues.
Campaign Video Goes Viral
The administrator made dozens of Mahindra Thar and Toyota Fortuner owners assemble to take a formal, public oath committing to safe driving protocols, respecting speed limits, and adhering strictly to pedestrian right-of-way rules. pic.twitter.com/yJmpdk7bAs
— Vinamra Koolwal (@NotKanjusBaniya) September 10, 2026
The unusual road safety drive has gained attention online after a video of the event was shared on X, formerly known as Twitter, with the name ‘DamanPublicity’. The video was then reshared by entrepreneur Kiran Mazumdar-Shaw, adding more visibility to the initiative.
The footage apparently shows SUV owners and drivers participating in the pledge-taking exercise, an unusual visual that quickly generated discussion online. The initiative was seen as an innovative way to promote traffic discipline by social media users, but the message is still about preventing dangerous driving and protecting other road users.
Because road safety is a major concern to the public, initiatives like the Daman initiative encourage motorists to take responsibility for their own safety beyond just reaching their destination. The administration's emphasis on safe driving, helping accident victims and respecting other road users reflects a wider effort to promote safer roads.
The ‘Thar-Fortuner Sankalp Yatra’ has thus been a unique awareness campaign with a group of highly visible SUV owners to promote the message that road presence should be matched by responsible behaviour.
