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SUB CATEGORY :
SMALL BUDGET
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ENTRANT COMPANY :
BBDO INDIA, MUMBAI
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TITLE :
RALCO NO PRESSURE DELIVERY
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BRAND :
RALCO TYRES
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ADVERTISER :
RALSON TYRES
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AGENCY :
BBDO INDIA PVT LTD., MUMBAI
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CHAIRMAN :
JOSY PAUL
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CHIEF EXECUTIVE OFFICER :
SURAJA KISHORE
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CHIEF CREATIVE OFFICER :
JOSY PAUL/HEMANT SHRINGY
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EXECUTIVE CREATIVE DIRECTOR :
SANDEEP SAWANT
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CREATIVE DIRECTOR :
HEMANT SHRINGY/RAMAKRISHNAN IYER/JOSY PAUL
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COPYWRITER :
HEMANT SHRINGY/RAMAKRISHNAN IYER/
HARSHIL SHAH/HRIDAY BHATIA
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AGENCY PRODUCER :
KRISHNA KV
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DESIGNER :
SAMEET KOYANDE/RAVENDER YEMJALA/ANUP TONDWALKAR
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STUDIO VISUAL EDITOR :
RAJEEV MOHITE
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RETOUCHER :
HITESH SHAH/MANOJ BANKAR
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CLIENT SERVICE DIRECTOR :
GARGI VEGIRAJU
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ACCOUNT MANAGER :
SRIRAM SRINIVASAN
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ACCOUNT EXECUTIVE :
VAIBHAVI KESARKAR
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BUSINESS STRATEGY DIRECTOR :
PRIYANKA RISHI
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STRATEGIC PLANNER :
BANHI SARKAR
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DIRECTOR :
CHUMAN DAS
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PRODUCTION MANAGER :
MANDEEP MALHOTRA
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CAMPAIGN SUMMARY :
Background & Context:
Riders for online food delivery apps are the backbone of urban Indian economy. In a country like India with income inequality, unorganized sectors and intertwined caste-class positions, delivery riders are already exploited with difficult working conditions and no job security.
The Covid-19 pandemic boosted the already growing online food delivery market. To beat competition, apps started promising lowest delivery times possible – as short as ten minutes.
This burdened delivery drivers, who were forced to risk their health and safety to deliver items in impossibly short windows.
Objective:
With no one speaking-up on behalf of delivery riders, Ralco Tyres, the challenger brand in two-wheeler category, decided to be their voice and raise the 10-minute delivery issue.
Idea: The #NoPressureDelivery campaign was centred on the idea – pressure should be applied on tyres, not on people.
Execution:
It was launched with a video of Indian actor and social influencer Sonu Sood where he urged delivery app users to type “No Pressure Delivery” in the instructions field of delivery apps to reduce pressure from drivers and ensure their safety.
The video was uploaded on Ralco’s YouTube channel and shared on its social media platforms like Facebook, Instagram and Twitter and on Sonu Sood’s Twitter.
After the video-launch, mothers of delivery riders stood in public places with placards asking people to consider the plight of their sons – helping to make passers-by aware of the #NoPressureDelivery movement.
Result:
The campaign garnered the highest post and video engagement on the brand’s social media channels, generated conversations online and nudged delivery apps like Zepto, Blinkit, Zomato and Swiggy to take actions.
The 10-minute delivery promise was withdrawn, and steps were taken to ensure a more conducive working condition for delivery workers by building resting points and launching emergency ambulance services for them.
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CREATIVITY/IDEA/INSIGHT :
“Pressure” is a core brand value—both the functional ability of the tyres to withstand immense pressure and a brand stance against social pressures. The brand has a history of speaking on matters of social importance – through campaigns like #FreeTheRoads against transgender discrimination and #PressureSeBadhenge against societal pressures of work and marriage.
The creative idea: #NoPressureDelivery
The insight: Pressure should be applied on tyres, not on people.
Ralco Tyres urged delivery app users to type “No Pressure Delivery” in the instructions field when placing an order and post a screenshot of the same on social media with relevant hashtag – aiming to reduce the pressure on riders and send a message to the delivery apps.
After the launch of the video, mothers of delivery drivers stood in public areas holding placards asking people to consider the plight of their sons. This helped garner attention from the passers-by wherein they got to know about the #NoPressureDelivery movement.
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STRATEGY :
When we heard of delivery apps promising 10-minute delivery, we looked at Twitter to see the public response. While most welcomed it as a huge convenience, few voices wondered how companies would manage to achieve the feat without endangering delivery riders.
Our target audience were:
- the delivery riders, for whom tyres are of utmost significance and who depend on Ralco’s high-quality tyres.
- the larger public of delivery app users who embraced the convenience of ten-minute delivery but did not know about its dark side.
The call-to-action was addressed to this second cohort, who were to add “No Pressure Delivery” to their delivery instructions when ordering from food and grocery delivery apps.
After the video-launch, mothers of delivery riders stood on the streets holding placards, the very place of work for the riders. This grabbed the notice of the public, generated emotional appeal and made people aware of the larger movement.
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EXECUTION :
Influencer
The initiative kicked off with the collaboration with popular Indian actor and social influencer Sonu Sood, recognized for his roles in commercial films.
Noteworthy for his humanitarian efforts during the Covid-19 pandemic, Sood assisted 15,000+ stranded migrant workers with transportation and provided shelter and meals to 45,000+ individuals (1) during the national lockdown, earning him the title of 'messiah of migrant workers' and the SDG Special Humanitarian Award from UNDP (2).
Video
The campaign was launched with a video of Sonu Sood explaining how short delivery times risk safety of delivery executives, urging people to type “No Pressure Delivery” in the instructions field of delivery apps and share screenshot on social media with relevant hashtag.
It was uploaded on YouTube and cross-posted on Ralco’s Instagram, Facebook and Twitter handles and Sood’s own Twitter.
After the video launch, mothers of delivery boys stood on the streets displaying placards in Hindi and English in public spaces, saying:
“Don’t kill my son over 10-minutes delivery”
“Mere bete ko 10-minute delivery ke pressure se bachao” (Save my son from the pressure of ten-minute delivery)
These pleas helped create curiosity and spread awareness about the #NoPressureDelivery movement.
(1) Source: New Indian Express (2) Source: Business Standard
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RESULT :
The movement was a catalyst in drawing attention to an issue plaguing the majority of delivery app workers that nobody else was talking about.
Four months after the launch of #NoPressureDelivery, delivery apps were instigated to take actions:
- Zepto and Blinkit, whose main promise had been ten-minute delivery, deleted all references to it from their websites and marketing collaterals.
- Zomato announced rest points for gig workers to relax between deliveries.
- Swiggy announced free on-demand ambulance service for delivery executives and their dependents.
- Zomato paused the 10-minute food delivery pilot project in Delhi.
There was great buzz around the movement on social media and across news media.
#NoPressureDelivery achieved the highest post and video engagements across Ralco Tyre’s social media handles (Instagram, Twitter, Facebook).
The video on Instagram, Facebook, Twitter & YouTube achieved a reach of 25 million, an engagement of 4.18 million, 47 million views and generated thousands of conversations.
The movement not only brought a peripheral issue to the forefront of national conversation, but also led to constructive changes in the delivery apps ecosystem.
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ENTRANT MUST CLEARLY INDICATE A BREAKDOWN OF THE BUDGET, WHICH THE TOTAL BUDGET IS UNDER USD 200,000 :
The campaign was launched with a video of popular indian actor and social influencer sonu sood – introducing our initiative and urging people to take part in it. It was released on ralco tyre’s official youtube channel and cross-posted on the brand’s other social media handles along with sonu sood’s twitter handle.
The cost incurred went in the production cost, celebrity fees and media expenditure.
The total expenditure for the campaign was INR 36,10,000/- (USD43,436.06).
The following is a brief budget breakdown of the #nopressuredelivery campaign:
Production and other non-media expenditures: budget for key assets developed to bring our idea to life including pre and post production costs, talent (influencer or celebrity fees) and any activation costs –
Production cost: INR 1,10,000/- (USD 1,323.73)
Celebrity fees: INR 20,00,000 (USD 24,064.30)
Paid media expenditure – 15,00,000 (USD 18,048.22)
Owned media – we used the brand’s official youtube page to upload and host the video of sonu sood.
Sponsorship and media partnerships – not applicable
Major touchpoints – events, social media platforms
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URL :
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