Eicher Trucks and Buses has rolled out a campaign ‘nayi soch naye raaste’ (new thinking, new way), to highlight the relevance of modern transportation in the everyday functioning of businesses and consumers' daily routines.
Conceptualised by Ogilvy, the film showcases a motionless world where everything stands still. This includes a restaurant paused mid-meal, a market paused mid-transaction, and a busy road frozen in time. The film aligns the ignition of the Eicher truck to the world moving again. It ends by showcasing how its consumers' lives are not brought to a halt through its transportation services.
Vinod Aggarwal, managing director and CEO, VE Commercial Vehicles, said, “Over the last fifteen years, Eicher has been focused on driving modernisation in India’s transport ecosystem and has brought several industry-first features to the market. In 2020, we took a giant step towards revolutionising the CV industry by connecting Eicher’s entire range of BS-VI vehicles to an industry-first Uptime Centre offering remote and predictive diagnostic services. Our constant endeavour is to offer the highest levels of Uptime to Eicher truck and bus customers -thereby enabling the important role they play in our society.”
Bhagwan K Bindiganavile, senior vice president - strategic planning, brand and communication, VECV, said, “Modern life depends on timely logistics. The Nayi Soch Naye Raaste campaign is a tribute to Eicher truck and bus operators who serve society’s needs – whether it be ensuring timely delivery of breakfast in the morning, materials to a market or bringing our children home from school on time. They are the heroes who keep our lives going.”
Ritu Sharda, chief creative officer, Ogilvy India (North), said, “With a simple insight that if trucks and buses come to a halt, our life will stop moving, we created something that has the potential to change the way the public looks at this industry. This commercial is a thought-provoking take on the value Eicher commercial vehicles play in each of our lives.”
