'CEAT Happy Roads' campaign by Ogilvy Mumbai aims to make roads and mobility safer

Potholes.jpgOne of the most common problems Mumbaikars face on the roads, especially during the monsoon season is potholes. Hence, with an objective to make roads and mobility safer, CEAT Limited, a leading tyre manufacturer with the support of Mumbai Metropolitan Region Development Authority (MMRDA) has undertaken an eco-friendly initiative, 'CEAT Happy Roads' along with Ogilvy & Mather to repair potholes in Mumbai city by recycling old and worn-out tyres.

Potholes2.jpgTo get monsoon-ready, many bike and car owners prefer to change old tyres. With this initiative, CEAT encouraged vehicle owners to donate their old tyres which can be further recycled and used to prepare suitable pothole filling mixture. To undertake this process, CEAT tied up with Green Rubber Crumb to prepare a fine quality of rubber crumb from used tyres, which could have been mixed with the bitumen to improve its binding properties. The bitumen mixture was then utilised to fill potholes covering areas such as Bandra, Santacruz and Borivali.
Anurag Agnihotri - Executive Creative Director, Ogilvy Mumbai: Here's an idea that paves the way for a happier future. What better way to fix potholes than with the very object that knows them inside out: TYRES. Its eco-conscious, its customer engaging and creatively led.

Credits - Creatives: Anurag Agnihotri, Sandesh Mangaonkar, Sundar Sharma. Servicing: Harsh Bhatt, Saurabh Acharekar.


ScamRadar said:

How many roads did they pave? Where's the evidence to support that their mix creates longer lasting roads? How did they judge the impact on this against road safety?

Scam radar: 8/10

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.