Srinagar, Oct 5: The Ladakh administration has appointed veteran actor, musician and social advocate Phonsok Ladakhi as the Union Territory’s “Road Safety Ambassador” to promote traffic discipline and road safety across the high-altitude region.
An order issued by the Regional Transport Office (RTO), Ladakh, said the appointment was made to strengthen road safety awareness and give a strong local identity to road safety initiatives in the Union Territory.
Ladakhi is the first Bollywood actor from Ladakh and an alumnus of the Film and Television Institute of India (FTII), Pune. He is also an actor, singer, lyricist and composer and has worked in Indian films, television and theatre.
The order described him as a prominent citizen of Ladakh with wide public acceptance and strong connections in the film industry.
“The appointment is purely honorary in nature,” the order said, adding that Ladakhi will support the Transport Department and RTO in spreading road safety awareness through public messages, campaigns, media outreach and other suitable activities.
He may also use his public goodwill and media presence to promote road safety initiatives in the larger public interest, it said.
The RTO will coordinate with the road safety ambassador for effective utilisation of his services in ongoing and future road safety programmes.
The appointment comes amid expanding road infrastructure, increasing local vehicular traffic and a continuous influx of tourist vehicles in Ladakh, making traffic management and road safety key concerns for the Union Territory.
Officials said road safety in Ladakh’s challenging terrain requires not only enforcement but also a culture of caution and respect for mountain driving norms.
“Road safety in a terrain as challenging as Ladakh demands not just strict enforcement, but a genuine culture of caution and respect for mountain driving norms,” officials said.
They said Ladakhi’s public reach across generations would help take road safety messages directly to people.
As ambassador, Ladakhi will work with the Ladakh Transport Department, traffic police and civil society organisations to support targeted road safety awareness campaigns.
Ladakhi trained in classical acting at FTII and went on to represent the Trans-Himalayan region in mainstream Indian cinema, television and theatre. He has also emerged as a cultural figure and advocate for social causes in Ladakh.
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