Mumbai, June 30 (IANS): Bollywood actor Suniel Shetty was Tuesday named the brand ambassador of Mumbai Traffic Police's "Street Smart-Street Safe" initiative to emphasize the importance of following traffic rules and keeping Mumbai roads safe.

The announcement was made a press conference here attended also attended by officials from transport department and corporates.

"Mumbai is our financial capital and having good roads and safe roads actually depicts our financial health," said Suniel.

The road safety initiative is a collaboration between the popular BBC "Top Gear" magazine and Mumbai Traffic Police and a special Mumbai Traffic App was also unveiled at the event.

The initiative will consist of various activities over a period of three weeks to spread the message of decongesting roads, following basic traffic rules, women drivers' safety and to curb noise pollution by honking.

"Top Gear" editor Girish Karkera said: "We cannot escape traffic but what we can do is use our roads more efficiently and safely. Our campaign is to highlight what we can do together."