New Campaign by Eicher highlights driver empowerment

Eicher Trucks & Buses as part of their Pro philosophy of Partnering Prosperity has released a video ‘’Yaaron ki Diwali’’ that addresses road safety and safe driving during the festive season. Conceptualized and produced by Spotlights and Speaking Pictures, the video also hits at drunk driving and connects well with the truck driver fraternity. 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 drunk driving. The video resonates the strong connect with driver empowerment and respect for the community.

Internal research conducted by Eicher Trucks & Buses shows that 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 captured well in the video wherein; the fellow truck drivers engages with Babbu (Rajesh Sharma) on music transfer from his phone and asks him to narrate ghost stories, to sing his favorite Rafi and Kishore songs.

Yaaron ki Diwali has been released on YouTube on November 5 and circulated as a WhattsApp video.

Speaking on the ‘Yaaron Ki Diwali’ 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 PRO philosophy that extends beyond 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.”

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