On the occasion of Diwali and commemorating the festive season, Eicher Trucks and Buses has released a video titled Yaaron ki Diwali that addresses road safety concerns and safe driving as celebrations are in full swing. Taking forward the company’s philosophy of ‘Partnering Prosperity’, the campaign aims to connect with the fraternity of truck drivers and buyers, the brand’s core TG (Target Group).
Featuring popular actor Rajesh Sharma as the protagonist Babbu, the five-minute 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 video depicts the brand’s commitment towards driver empowerment and its respect for the community.
An internal research conducted by Eicher Trucks and Buses shows that music and videos are the best platform to connect with drivers, considering most of them use their smartphones for entertainment during their long hauls as they traverse the length and breadth of the country. This aspect has been captured in the video wherein Babbu’s fellow truck drivers engage him with music transfer from his phone, ask him to narrate ghost stories or sing his favourite Mohammed Rafi and Kishore Kumar songs, in a bid to prevent him from driving while he is drunk.