One of India's leading tyre manufacturers, CEAT Tyres has launched a social media campaign titled, ‘The Unsung Heroes’ to salute India's trucking community who continue to be the backbone of our nation in these testing times. The lockdown period has been a challenging time for everyone, especially for truckers who have been working round the clock to ensure timely delivery of essential goods across the country.
The campaign, CEAT said, has been launched as a sign of unity and to thank the unsung heroes in the trucking community for their continued service to the nation. It is these truckers who are continuously risking their lives to ensure that we can sit at home peacefully and not have to worry about essential goods reaching our homes.
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Amit Tolani, chief marketing officer, CEAT Tyres, said, “The COVID-19 pandemic has shifted gears, disrupting lives across the nation. We at CEAT wanted to thank our unsung heroes - the trucker community for their unceasing and constant support while they take up this herculean task of delivering essentials during the pandemic. They are in a true sense our real heroes who work tirelessly to ensure we are comfortable and safe in our homes. We shall continue to support our truckers and fleets, and pray for their well-being in times like these.”
The minute-long film titled 'The Unsung Heroes' has been created by Ogilvy and gives us a beautiful insight into the life of an Indian trucker. It's a powerful ad with beautiful words that pay tribute these unsung heroes and at the same time, sum up the difficult life that they lead.
Rohit Dubey, group creative director, Ogilvy, said "We've seen the lives of the truckers from all these years. They basically live out of their vehicles, which is like their second home... Their lives are tough, they have to fight against bad weather, terrain, and everything the system throws at them, from toll nakas to detours..."
The line you will hear often in the film is 'makaan chalte hain', which basically translates to 'homes that move'. Dubey said, "The driving metaphor of 'makaan chalte hai' came from the fact that they (truckers) practically live there, their 'grahisti' is inside that home and then to nuance that metaphor all the other lines came out..."
