India’s No.1 road safety brand, Vega Auto, has launched the ‘Pehnoge to Bachoge’ campaign, a nationwide public safety initiative aimed at challenging the dangerous practice of carrying helmets instead of wearing them.
Through a gripping campaign film, Vega Auto exposes the harsh reality behind India’s widespread ‘helmet-in-hand’ habit, where a life-saving safety device is reduced to a mere tool for avoiding traffic fines rather than protecting lives.
The campaign is driven by a simple yet alarming insight: while helmet ownership in India has increased, actual usage remains inconsistent, putting millions of riders at serious risk every day. With ‘Pehnoge to Bachoge’, Vega Auto seeks to shift the conversation from helmet ownership to helmet usage, reinforcing the message that wearing a helmet must be non-negotiable on every ride.
By turning a shocking road reality into a powerful movement, Vega Auto aims to spark behavioural change and strengthen India’s road safety culture—one rider, one helmet, and one life at a time.
India records over 4,00,000 road fatalities every year, with more than 55,000 two-wheeler riders losing their lives simply because their helmets were not on their heads but hanging from handlebars or arms. Vega Auto’s new campaign brings this harsh reality to life through a hard-hitting 60-second film set amid everyday Mumbai traffic. The film captures relatable moments featuring a father riding with his family, a young professional hurrying to work, and a college student on her scooty — all treating their helmets as accessories rather than essential safety gear. It culminates in a sudden, hauntingly silent crash, followed by the visual of a lone helmet spinning helplessly in the air. The closing message is unambiguous and urgent: “Wearing a helmet saves lives. Carrying one doesn’t.” #WearItDontCarryIt
Dilip Chandak, Chairman, Vega Auto, said, “Every year we sell lakhs of world-class helmets, yet we see the same heartbreaking sight on our roads where helmets dangle from handlebars, arms, or are used as footrests while heads remain unprotected. At Vega Auto, we celebrate when someone chooses Vega, but our job isn’t done until that helmet is worn on every journey. The statistics are heartbreaking because the solution already exists in millions of homes. Pehnoge toh Bachoge is our commitment to shift the nation from helmet ownership to helmet usage, from evading fines to embracing life. Let’s turn every helmet into the protection it was designed to be.”
Vega Auto invites every rider, influencer, policymaker, and citizen to join the movement and make “Pehnoge Toh Bachoge” the new riding mantra of India. The campaign, carrying the hashtag #WearItDontCarryIt, will go live from the 1st of December 2025 onwards.
Founded in 1989 and based in Belgaum, Karnataka, Vega Helmets is India’s most trusted everyday helmet brand, offering affordable, stylish, and safety-focused products. With a production capacity of 10 million helmets annually, Vega’s portfolio spans the mass-market Vega range and the premium Axor brand, along with riding gear and accessories, backed by lightweight design innovation and a strong omni-channel presence.
