Mumbai: Mahindra & Mahindra, one of India’s largest automobile makers, collaborated with DDB Mudra Group to create a heart-warming film as a tribute to all the individuals who are helping India by transporting essential goods and services.
Understanding the changing consumer behaviour in response to COVID-19, the film is based on the insight that with the lockdown continuing, seeing these individuals who provide essential services to our people and communities is reassuring for many people. Watching the milkman deliver in the wee hours of the morning or a grocery shop-owner opening his shutters, even from a person’s window helps create a sense of stability amid this uncertainty.
The film is a tribute to these warriors who are braving it out, to make our lives easier and more comfortable. While personal vehicles are stranded at home, commercial vehicles have taken the load of providing essential services such as groceries, vegetables, milk, LPG, waste management and more. With these key services in place it is enabling a successful implementation of ‘Stay at Home’ during the COVID-19 pandemic.
The film thanks these #WarriorsOnWheels who keep India moving, even while it seemingly stands still – “Ye desh abhi ruka nahi hai”.
Talking about the campaign, Vikram Garga, Vice President, Marketing, Automotive Division, Mahindra and Mahindra said, “During these unprecedented times, everyone has been confined to their homes. But even during this lockdown, there are people out there, who without worrying about themselves are catering to all our essential needs to drive the positive change. This is true Rise. We wanted to express our gratitude to these unsung heroes for their courage during these difficult times.”