MUMBAI: Radio Mirchi, India’s favourite radio station, and Muthoot Finance with an aim to encourage responsible driving among the Coimbatore recently announced Mirchi Auto No. 1 campaign.

Kickstarted on 1 February, with this program Radio Mirchi will identify and honour the best Auto driver of Coimbatore city.

Thousands of autos across the cities will be stickered at the back from 1st February to 10th Mirchi. The residents of the city will vote for the Auto Drivers through an SMS / CALL to the mentioned number. This will encourage auto drivers to consciously driver safely and responsibly. The promoters of this campaign will also take feedback from the public. Based on number of Votes, the best auto driver will be recognised and will be announced as the winner of Mirchi Auto No.1 campaign. The winner will be felicitated with a cash prize of Rs. 25000. The first and the second runner up will get a cash price of Rs. 15000 and Rs. 10000 respectively.

To create further excitement and enthusiasm among the drivers, The Traffic Police Department has flagged off some city auto on 31st Jan 2013 at the Residency. The Auto Association – Coimbatore acknowledged Muthoot Finance and Radio Mirchi for initiating such a campaign and also mentioned that the support from Traffic Police Department will ensure the Auto Drivers to participate in the Campaign with more enthusiasm.

Announcing Mirchi Auto No. 1, Anand Parameswaran, Regional Director – South & Executive Vice President, said, “It is increasingly becoming necessary to educate and motivate auto drivers to drive safely so as to reduce the number of accidents. Using public transportation should mean a suffer free travelling time. With this campaign we are hoping to educate and encourage as many auto drivers as possible, so that the citizens can travel unharmed.”

Commenting on this program Cherian Peter, Chief Marketing Officer of Muthoot Finance said, “We hope this campaign will motivate the Auto drivers to become more disciplined and caring towards their customers”