Mahindra Tractors: Insuring aspirations

Tractor brand Mahindra devised a new approach to strengthen brand value while addressing a pressing social problem in India.

Campaign details

Brand: Mahindra TractorsBrand owner: Mahindra & MahindraLead agency: Centreshift Integrated Marketing Solutions Pvt LtdCountry: IndiaIndustries: Vans, Trucks, RVsMedia channels: Other & ambient mediaBudget: 0k

Executive summary

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...

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