The artwork was unveiled at an exclusive exhibition at The Stainless Gallery in New Delhi.Volvo Car India partnered with artist Subodh Kerkar for a road safety initiative during National Road Safety Month 2025. The initiative, "The Most Ignored Painting," focuses on pedestrian safety and the importance of zebra crossings. An art exhibition featuring Kerkar's work was held at The Stainless Gallery in New Delhi. The campaign aims to raise awareness and promote responsible road behavior. The initiative has generated considerable interest on social media platforms.
What does it signify?
The collaboration highlights the frequent disregard for pedestrian safety at zebra crossings. Kerkar's painting depicts the ephemeral nature of a zebra crossing painted at night, only to be obscured by vehicles the following morning. This visual commentary underscores the vulnerability of pedestrians and the need for greater respect for designated crossing areas.
The artwork was unveiled at an exclusive exhibition at The Stainless Gallery in New Delhi. The exhibition provided a platform to showcase the powerful message behind "The Most Ignored Painting" to a wider audience.
Kerkar's artwork serves as a visual metaphor for the challenges faced by pedestrians. The painting's depiction of a zebra crossing disappearing under traffic emphasizes the urgency of addressing pedestrian safety concerns.
“Through this project, I aim to spark a deeper conversation about road safety and inspire a greater sense of responsibility towards pedestrians. Art has the power to move people and create meaningful change, and I believe this project can serve as an example of how art can be used to address crucial societal issues,” said Subodh Kerkar.
Volvo Car initiative towards road safety
Volvo Car India emphasizes its commitment to road safety through this initiative. By partnering with an artist, the company seeks to communicate its message through a different medium, reaching a broader audience.
"Safety is deeply ingrained in Volvo Car’s DNA," said Jyoti Malhotra, Managing Director, Volvo Car India. "Collaborating with a visionary artist like Subodh Kerkar allows us to transcend traditional communication and use art to ignite a powerful dialogue on road safety. This initiative underscores our unwavering commitment to protecting lives and fostering safer mobility for all."
The collaboration between Volvo Car India and Subodh Kerkar aims to go beyond traditional road safety campaigns. Using art as a medium allows for a more engaging and thought-provoking approach to raising awareness.
The initiative's impact extends to social media platforms. A video featuring Kerkar discussing "The Most Ignored Painting" on Instagram has garnered significant attention and sparked online conversations about road safety. The video has resonated with viewers, further amplifying the initiative's message. This online engagement contributes to a broader discussion on the importance of pedestrian safety and responsible driving behavior. The social media response indicates the potential for art to effectively communicate critical social messages and inspire positive change.
