Birla Tyres, a leading tyre manufacturer and a part of the BK Birla Group, has roped in Percept Activ to execute an innovative on-ground activation campaign ‘Zero Chinta’. The campaign, spread over 35 cities across India, kick-started in mid-August and will continue till the end of September.
With an objective to increase its market share both in terms of brand awareness and sales, the campaign was primarily broken up into two intended approach – a branded Mobile Ace and a Fitter Meet. The programme was conducted for a period of four days – three days of mobile road show and one day of meet.
The Mobile Ace served as the communication vehicle to interact with the truck owners, the fleet owners, truck drivers and the fitter shops that were branded with Birla Tyres’ colours. The team interacted with the drivers through ‘Nukkad Natak’ – an entertaining act performed at the nearby dhabas. The ‘Nukkad Natak’ helped informing the groups about the USPs and brand salience, taking away the ‘Chinta’ of the truck drivers.
The Fitter Meet was organised at a location conducive to the invitees, before and after the Zero Chinta team did the road show. This gave a platform to the Birla Tyre’s Team to interact and build relationship with the fitters and understand their perspective about the product and what innovations and challenges they face. The core idea of this approach was to ensure that when recommending Birla Tyre – the fitter should have Zero Chinta.
Speaking on the project, Sanjay Shukla, COO, Percept Activ, said, “Our insights of having worked with other tyre companies in the past and a well thought out and structured logistic plan have helped us to win this project. Besides, our large office network in India ensures that we have a hands-on control on a project running across so many cities with multiple teams working simultaneously to ensure Zero Chinta for our client. We hope to make this project a success and meet the end objective of the client. As is our mantra, we look at developing brands with our clients and not just do one off project – so we will look at taking this to the next level as well.”