Hyundai Motor India Foundation [HMIF] was set up in the year 2006 to carry out Corporate Social Responsibility (CSR) activities of Hyundai Motor India Limited in a sustainable manner. The projects of HMIF are aligned to the vision of progress for humanity and the three communication areas - Earth, Mobility and Hope.
Hyundai Motor India has always advocated making Indian Roads ‘safer-for-everyone’. Ensuring a complete behavioral change for all road users requires both passive and active interventions. With this mission Hyundai Motor India Foundation (HMIF) launched a unique ‘Road-Safety’ initiative ‘Dhyan-Do’ which emphasized on safer driving habits and self-healthcare of Public/Private Commercial Vehicle Drivers.
“Dhyan-Do is an important step towards driver’s safety and well-being. The project attempts to strengthen Hyundai’s resolve towards Road-Safety and endeavors to provide a comprehensive plan towards the drivers’ well-being. Under Hyundai’s global vision ‘Progress for Humanity’ and global ‘Creating-Shared-Values’(CSV) vision of ‘CONTINUE’ we aim to create an amicable ecosystem realizing dreams of mankind and create future role models driving social change. We are confident that this initiative will go a long way in developing a better society with empathy along with a safe driving ecosystem”
- Mr. Puneet Anand, Asst. Vice President and Group Head, Corporate Affairs, Hyundai Motor India
The ‘Dhyan Do’ program entailed a two-step process, ensuring a holistic outreach to Public/Private Commercial Vehicle Drivers.
Step 1: Health check-up camps, including Mental-Health counselling for Public Transport Drivers, with a mobile health-check-up Van
Step 2: Road safety training program and health check-up for corporate drivers
The first phase of ‘Dhyan-Do’ was conducted in the state of Haryana in the metropolitan districts of Gurugram and Haryana with the moniker ‘Mission Gurugram & Faridabad’. These two districts see extremely heavy traffic volume everyday with commercial vehicles including Cab-Aggregators, Para-transit (Autos & E-rickshaws), City Bus Drivers and Truck Drivers in the mix with private passenger vehicles plying on the city roads
HMIF through ‘Mission Gurugram & Faridabad’ has reached out to over 34 000 Public/Private commercial drivers, through various touch points. This included health-check-up camps at multiple high footfall areas: Auto-Stands, Truck-stops, State & City Bus-Depots; and Road-Safety training sessions at corporate offices located in the two cities.
‘Dhyan-Do’ thus mirrors Hyundai’s mission of going ‘Beyond Mobility’ and empowering the key-cogs in the public/private transportation domain by helping them be physically, mentally and behaviorally self-aware and productive on the job.
Hyundai Motor India has been the forerunner in creating a safer environment for road users in India by creating awareness on ‘Safer Mobility’ under the ambit of Hyundai’s global CSV (Creating Shared Values) vision of ‘CONTINUE’.
In the last 5 years, #BeTheBetterGuy campaign connected and communicated with Gen MZ, with a holistic message of ‘Safety Begins with You’ thereby aiming to inculcate safer driving habits amongst the youth. By connecting Gen MZ, the new-age influencers, #BeTheBetterGuy initiated a ‘Chain-of-Change’, one influencing many to become ‘The Better Guy’.
Key media houses across electronic, print & digital were engaged to help create ‘Big Wave Social Impact’. Through #BeTheBetterGuy Hyundai Motor India actively engaged customers creating a two-way communication with strong messages on road safety.
A ‘Better-Guy’ is the one who follows all the rules and helps make Indian roads ‘Safer for Everyone’
Some simple rules, to make you the ‘Better Guy’:
1. Always wear your car seat belt while driving, wear it even when you are a passenger seated in the rear
2. Follow all Traffic Rules and don’t over speed, even when no one is watching you
3. Never ‘Drive Under the Influence’ of alcohol and other psychotropic substances
4. Don’t’ use mobile phones while driving
5. Let pedestrians cross first always, make Indian roads ‘Safer-for-Everyone’
6. Always give way to Emergency-Service-Vehicles, clear the path to life
Art for Hope was conceptualised to promote art as an agent of change that inspires positivity, happiness and documents the journey of ‘Progress for Humanity’. The program is a unique initiative to recognise artists from various domains who are undiscovered, need support to carry on their art form and need a larger platform. Shortlisted artists are presented with an opportunity to exchange ideas along with executing art projects. The winners’ art pieces and performances are then displayed for community viewing across India, which stand as a testament to India’s rich and storied heritage of arts, craft and culture. The ‘Art for Hope’ programme has a panel of expert jurors from different art domains who act as mentors to the winners.
In the first year, we selected 25 youth and women artists from 17 states and provided them a grant of Rs 1 Lakh. The final works were exhibited in a public exhibition in New Delhi and had more than 500 people in attendance. In the second year, we are going to select 25 artists and 10 art collectives.
Miriam Koshy, Vishal Rawley and Tallulah are artists from Goa - home to 12 unique mangrove forests in India that have been selected for conservation by the Mangrove Society of India. They believe that as unparalleled as scientific contributions are, science alone cannot sway hearts and minds. They believe that humans are touched by stories, poetry, art and music and that’s why they retell their personal experiences of rapidly changing climate that needs our immediate attention.
The mangroves are a beautiful ecosystem and make for an accessible repository to study the symbiotic relationship shared by specific species of birds (both local and migratory), butterflies and a host of aquatic species in their natural habitat, the only place they can call home.
Through their project ‘Aamche Mangrove’, the three artists want to address environmental generational amnesia by involving younger generations. They want to create a space for conversations around the Mangrove ecosystem and engage those whose livelihood depends upon the health of the ecosystem.
The Art for hope grant was used to nurture Project Aamche Mangrove, urging people to take positive action for the preservation of mangroves along the Pandim-Bambolim highway.
Surmandal player Chananji Khan, aged 69, was born in Kanoi, Rajasthan in 1952. Situated about 35 kilometres from Jaisalmer, his family belonging to the Manganiyar community has lived in the same district for generations. His instrument of choice, the Surmandal, is a 100-year-old 36-strings lap harp and has been a part of Chananji's family and legacy. For decades Surmandal has been Chananji’s bread and butter. Over the years, however, the number of Surmandal listeners dwindled. Today, Chananji Khan is the only Surmandal-playing Manganiyar in a community of over 25,000 persons.
Chananji and his sons are doing all they can to keep the Surmandal alive. People from distant villages come to him to learn Surmandal but lack of funds and absence of a reliable infrastructure made it almost impossible to continue.
With Art for hope, Chananji is building a small community hall with some instruments. Over here he will nurture the community dedicated to the Surmandal. He is relieved that the sound of Surmandal will continue to echo for years to come.
Anupama Alias is a Kerala based artist whose project ‘Cape of Good Hope’ is dedicated to women whose contributions, whether in the field of academics or art, have been forgotten by the world. The project celebrates the untold stories of unknown women, their toil, struggles and in some cases, the glory that kissed their feet after they proved their worth in a man’s world.
What makes ‘Cape of Good Hope’ more interesting is the involvement of neighbourhood groups such as Kudumbasree and Ayalkoottam. Kudumbasree is essentially a community network that supports women empowerment. The Art for hope grant was used by Anupama to support her project as well as Kudumbasree. Anupama presented her work in cotton and rice paper to the participants and the participants, in turn, used their skills and knowledge in the spheres of art and craft to ensure the continuity of the project. The money was used to offer financial independence to women of the community, encouraging them to continue standing on their feet and take control of their lives.
Kalamandalam Krishnendu has been a Kutiyattam, Nangiarkuthu performer for two decades. Nangiarkuttu (also nangiar koothu) is a one-woman type of ritual theatre, originally performed in the temple theatres in Kerala.
Kalamandalam and her husband, a freelance Mizhavu artist, live in Kerala and rely on their performances to support themselves. Owing to the challenges posed by the pandemic, the artist couple struggled to earn a living. At the time when they needed it the most, Art for hope added colours of hope to their life. Kalamandalam’s exceptional proposal was centred on a famous play titled Kiratarjuneeyam by the renowned poet Kodungallur Kunjukkuttan Thampuran. She saw the many ways in which the lead character Tvarita Devi could be brought to life on stage. Art for hope helped her realise her dream. She choreographed Tvarita Devi with the help of her Guru, the great maestro of Kutiyattam Kalamandalam Rama Chakyar.
H-Social Creator is a youth contact program under HMC’s Global CSR direction of ‘Continue’ conceptualized by Hyundai Motor India Foundation (HMIF). The program provides a platform for young minds to showcase innovative ideas that have the potential to drive large-scale social impact. Across the three editions, the program has reached out to millions of students from highly respected institutions in India with focus on generating impact across social categories of Road Safety, Environment , Clean India and Healthcare.