Kerala Police enlist Erling Haaland in road safety drive amid rising fatalities

Kerala Police enlist Erling Haaland in road safety drive amid rising fatalities

Kerala Police have deployed football superstar Erling Haaland in their latest road safety initiative, using footage of the Manchester City and Norway striker riding a bike with his helmet on to drive home a critical message to two-wheeler riders across the state.

The campaign video, shared across the police force's social media platforms, shows Haaland enjoying a bike ride while properly wearing protective gear. The clip concludes with a pointed question: "Haaland wears a helmet, do you?"

Addressing a deadly crisis

The creative awareness drive comes as Kerala grapples with a severe road safety crisis. In 2024 alone, the state recorded 48,834 road accidents claiming 3,880 lives, with two-wheeler riders accounting for 2,168 deaths — nearly 56 percent of all road fatalities. Over the two years spanning 2023-2024, Kerala witnessed more than 135 accidents and around nine deaths daily.

The statistics reveal an even grimmer picture for riders who neglect helmets. A total of 219 deaths and 609 grievous injuries involved riders not wearing helmets, with pillion riders accounting for nearly 40 percent of those deaths, according to road accident analysis data.

The problem extends beyond Kerala's borders. Across India, over 75,000 two-wheeler riders died in 2022, making up 44 percent of all road deaths. The World Health Organization has established that helmets can reduce head injury risk by 74 percent and death by 42 percent — evidence that underpins the urgency of Kerala Police's awareness efforts.

Social media powerhouse

Kerala Police have earned international recognition for their social media campaigns, combining humor and trending content to engage audiences on critical public safety issues. The force's Social Media Cell commands more than 1.4 million followers on Facebook and around 2.5 million followers across platforms including TikTok, ShareChat, Twitter, and YouTube. In 2019, their Facebook page crossed one million likes, surpassing several leading police departments worldwide including the New York Police Department, earning formal recognition from Facebook officials.

The Haaland campaign represents the latest in a series of innovative awareness drives. Last year, Kerala Police seized upon a dramatic moment from cricket when a helmet worn by fielder Salman Nizar helped Kerala secure their first-ever place in the Ranji Trophy final. During the semifinal against Gujarat in February 2025, the ball struck Nizar's helmet at short-leg and ballooned to skipper Sachin Baby for a crucial catch, giving Kerala a slim two-run first-innings lead. Both Kerala Police and the Motor Vehicle Department immediately launched campaigns around the incident, with messages declaring "A helmet saves both the game and life."

Legal framework and enforcement

Beyond awareness campaigns, helmet usage carries legal weight in India. Under the Motor Vehicles Act Section 129, both riders and pillion passengers must wear helmets. Section 194D mandates a fine of Rs 1,000 for violations and potential license suspension for three months.

The Indian government has further strengthened helmet safety measures by mandating the inclusion of two ISI-certified helmets with every new two-wheeler purchase, a policy unveiled by Union Minister Nitin Gadkari at the Auto Summit in New Delhi, addressing the annual toll of over 69,000 two-wheeler riders losing their lives across India.

Kerala Police have backed their social media efforts with comprehensive enforcement infrastructure. The state has implemented 675 surveillance cameras specifically to monitor infractions such as riding two-wheelers without helmets as part of the Safe Kerala project, with control rooms established in all 14 districts to support enforcement and road safety awareness efforts.

By enlisting a global football icon like Haaland, Kerala Police continue their proven strategy of making road safety messages resonate with diverse audiences, particularly younger riders who form a significant portion of two-wheeler users in the state.