Eicher Motor Limited faced an image problem where truck drivers were seen negatively by many in India. To address this, they created India's first stand-up comedy content for truck drivers, featuring comedian Pratab Fauzdar spending a day with drivers to understand their problems and crafting a humorous act that highlighted what drivers really experience. This content was shared on YouTube to help rehabilitate the public image of truck drivers by delivering an entertaining message through a popular comedy format.

1. Brand Name: Eicher Motor Limited
India's First
Standup Comedy
For Truck drivers
Brand Challenge:
Eicher’s one of core consumer group ‘Truck Drivers’ was
facing an image problem. When it came to Truck Drivers,
people identified them as either drunkard, Hooligans or
womanizers. Eicher wanted to rehabilitate this image.
Solution:
Our audience had a high affinity towards ‘Entertainment
and Bollwood’. Hence, we decided to create content that
would be fun to watch & the same time deliver our
message. The standup comedy made the perfect fit & with
the rise of current standup comedy popularity in India, we
could ride on its existing wave
Execution:
We created a standup comedy act where in our
artist ‘Pratab Fauzdar’ went to the live with truck drivers for
a day understood their problem and created an humorous
act what truck drivers think of people and what is actual
reality they face. The primary platform for the activity was
Youtube