Top Story

e4m_logo.png

Home >> Advertising >> Article

Lodestar gives a new look to trucking biz in India

26-December-2011
Font Size   16
Share
Lodestar gives a new look to trucking biz in India

Lodestar UM recently concluded a unique on-ground initiative for Mahindra Navistar. The core idea of the activity was to maximise reach for the brand, which has recently broken its ad campaign. The on-ground activity was initiated to support and amplify the TVC proposition and to bring alive the TVC on ground.

The activity spanned across India’s 40 important transport nagars. The mammoth display included the 20 ft long truck, a huge backdrop which amplified the TVC elements and a wall with India’s map highlighting Mahindra Navistar’s strong service network of 751 service points.

The look and feel of the display was designed to reinforce and echo the ad proposition of the reluctant son TVC. The TVC basically talks about the second/ third generation in transport families, who are well qualified and are reluctant to enter the dirty business of transportation. This sentiment is echoed by the youth in most transport families.

Mahindra Navistar, being a provider of high performance products that seeks to redefine transportation in India, has state-of-the-art manufacturing facilities at Chakan. The truck as well the service symbolise reliability and is defined by cutting edge technology.

Transport nagars house a captive audience for Mahindra Navistar, as their primary target is progressive and discerning fleet owners.They also rely on drivers and support staff to spread the good word, and experience what a transition a Mahindra Navistar truck can bring to their mundane life.

The brand symbolises transportation in a very distinct and real form. The brand is known for its innovative BTL activities.

The four-day activity included demonstration of the truck and its unique features and comfort offered by Mahindra Navistar trucks; interactive games were played with drivers; and giveaways like first aid kits to drivers, and CDs distributed among transport offices.

All in all, the activity provided a great networking opportunity with prospective customer base to promote exclusive services like 751 service points, call centers, and to physically experience the change.

 

Tags

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.