Brand Equity : Eicher Trucks & Buses celebrates ‘Yaaron ki Diwali’ in new film

Eicher Trucks & Buses, as part of their philosophy of ‘Partnering Prosperity’ has released a video ‘Yaaron ki Diwali‘ that addresses road safety and safe driving during the festive season. The video is directed at drunk drivers and aims to connect well with the truck driver fraternity.

Speaking about the campaign, P Ravishankar, EVP, sales, marketing & aftermarket – VE Commercial Vehicles said, “Eicher Trucks and Buses is the leading brand of commercial vehicles from VE Commercial Vehicles and a driving force behind the modernization of the commercial vehicle industry in India. The modernization journey starts with our philosophy that extends beyond products to improving productivity and profitability for our customers and drivers, delivering our promises to them. This Diwali, synchronizing with our theme of being Partners in Prosperity, we’d like to spread the message of safe driving through a video #Yaaron Ki Diwali and we take this opportunity to wish them a prosperous Diwali.”

Starring Rajesh Sharma in the lead as Babbu, the 5-mins video showcases the life of truck drivers who toil hard under extreme conditions and spend most of their time on roads even during the festive season. The film showcases in a dramatic narrative how fellow drivers prevent a drunk driver venturing out thereby preventing an accident.
Eicher Trucks & Buses cites research that shows music and videos are the best platform to connect with drivers, considering most drivers on long hauls use their smart phones for entertainment. This aspect has been highlighted though the video wherein truck drivers engage with Babbu on music transfer from his phone and asks him to narrate ghost stories to singing his favorite Mohd. Rafi and Kishore songs.

The video released on November 5 and was circulated as a WhatsApp video.
Eicher Volvo Diwali Campaign
Agency: Speaking Pictures Entertainment

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