Brand: Mahindra Tractors
Brand owner: Mahindra & Mahindra
Lead agency: Centreshift Integrated Marketing Solutions Pvt Ltd
Industries: Vans, Trucks, RVs
Media channels: Other & ambient media
Seeded from a bunch of inputs from tractor brand Mahindra's field sales teams and dealers, the agency – when commissioned for a trolley-branding project – conceptualised the Insuring Aspirations campaign.
Lack of safety reflectors on board leads to loss of livelihood and life in increasing incidents of night-time road accidents involving tractor trolleys/water tankers. These trolleys/tankers are locally made and do not adhere strictly to regulations. As a result, they are almost impossible to spot at night until the last moment.
The campaign had twin goals: address the problem and, at the same time, enhance brand value.