22 April,2026 03:11 PM IST | Mumbai | mid-day online correspondent
Pic/MSRTC
Actor couple Riteish Deshmukh and Genelia Deshmukh have been appointed as brand ambassadors of the Maharashtra State Road Transport Corporation (MSRTC) for a period of five years, with the aim of strengthening public outreach under the state's ongoing road safety initiatives.
The agreement formalising their appointment was signed on Wednesday at Mantralaya in Mumbai, shortly after a Cabinet meeting. The ceremony was attended by Chief Minister Devendra Fadnavis, Deputy Chief Minister Eknath Shinde, and Transport Minister Pratap Sarnaik, who also serves as MSRTC chairman.
Officials said the move is intended to amplify the impact of the Transport Department's âRoad Safety Campaign' and expand the reach of MSRTC's public awareness programmes across Maharashtra.
According to the official release, the Deshmukhs will actively participate in campaigns focusing on road safety, passenger awareness, and broader social messaging. Authorities believe their popularity and public connect will help reinforce behavioural change among commuters and road users.
"The involvement of widely recognised personalities will significantly boost outreach and engagement, especially among younger audiences," an official noted.
The appointment is part of a broader strategy to revitalise MSRTC's communication initiatives. The corporation has previously associated with prominent figures, including noted Marathi actor Makarand Anaspure, who was appointed in 2023, and veteran actor Vikram Gokhale, who served as brand ambassador two decades ago.
Officials acknowledged that consistent public engagement is key to the success of such campaigns, and expressed confidence that the new ambassadors will ensure greater visibility and participation.
MSRTC remains the largest road transport corporation in India, operating a fleet of over 16,000 buses and employing approximately 86,000 personnel. The network serves more than 55 lakh passengers daily, connecting urban and rural regions across the state.
With the inclusion of Riteish and Genelia Deshmukh, the corporation aims to further strengthen its public connect while promoting safer travel practices and responsible commuting habits statewide.
Earlier, the Maharashtra State Road Transport Corporation (MSRTC) had initiated the first phase of a renewable energy transition, with the state government approving a 2.57 MW grid-connected solar power project to be installed across its facilities. The move is aimed at reducing electricity costs while advancing environmentally sustainable operations within the public transport utility.
