Buckle up for safety: Cars24 drives home a life-saving message

In a country where nearly 60,000 children tragically lose their lives in road accidents every year, child car safety is a conversation that cannot wait. To raise awareness around this critical issue, Cars24 has launched the ‘Take A BackSeat’ campaign aiming to educate and empower parents across India to prioritise child safety on the road.

Named ‘Take A BackSeat,’ this campaign is a call to action for parents to ensure that their child’s safety takes a front seat by pledging to secure their child in a car seat. As part of it, it is emphasising a crucial message: the cost of a child car seat is insignificant compared to the value of a child’s life.

“Child safety has always been a priority for us, but sadly, this isn’t always a priority across the country. With ‘Take A BackSeat,’ we aim to address a gap in understanding and behaviour when it comes to car safety for children. As a society, we often view our laps as the safest place for a child. But in reality, a car seat in the back is the safest spot. We hope to shift perceptions and help parents pledge to prioritise their children’s well-being on every journey,” commented Gajendra Jangid, co-founder and chief marketing officer of Cars24.

On the company’s app, parents are encouraged to take a ‘Pledge’ to commit to safer travel for their little ones, generating a personalised certificate that celebrates their dedication to child safety.  By taking this pledge, participants not only affirm their commitment to secure journeys but also stand a chance to receive a child car seat, supported by Cars24’s partner R for Rabbit—a brand deeply committed to the safety and well-being of children. The company said that 20,000 people have already pledged on the Cars24 app to make every ride safer for their little ones.  

Dr Gopal Agarwal, clinical director, Department of Neonatology and Pediatrics at Cloudnine Group of Hospitals, Gurgaon commented, “Despite increased awareness, many parents still hesitate to invest in car seats, often underestimating the risks of short trips or relying on outdated practices like holding a child on their lap. Rear-facing seats reduce injury risk for newborns and infants by supporting their fragile necks and spines. For toddlers, forward-facing seats with harnesses provide vital protection by distributing force across stronger areas during collisions. Using car seats on every trip, no matter the distance, is essential for young children’s safety on the road."

R for Rabbit and CARS24 share a mission to make child safety accessible and a priority for families across India. Its commitment to designing products that protect children aligns seamlessly with the company joint efforts to bring this critical conversation into the spotlight, ensuring child safety is top of mind on every trip.

Campaign’s take: This Children’s Day, Cars24 hit the accelerator on an issue too often overlooked: child safety in cars. With its ‘Take a backseat’ campaign, it invites families to make a pledge on its app, advocating for child car seats as essential as a parent’s hug.

Here’s the stark reality: 75% of Indian parents are unaware of the benefits of car seats, and over half resist buying them, assuming holding a child on their lap is safest. Spoiler alert—it’s not. Research reveals that properly secured child car seats reduce the risk of fatal injuries by a staggering 71%.

Cars24’s campaign isn’t just about selling an idea; it’s about starting a cultural shift. By tackling the myth that car seats are only for long journeys and urging parents to prioritise safety over vanity upgrades (looking at you, alloy wheels), the brand highlights a small change that delivers life-altering impact.

Through engaging content and practical guidance on installation, Cars24 equips parents with tools to make smarter, safer choices. By linking child safety to a national conversation, the campaign doesn’t just raise awareness; it’s nudging families toward a future where safeguarding children on the road becomes second nature.