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Ogilvy Mumbai joins forces with CEAT Limited and Mumbai Metropolitan Region Development Authority (MMRDA) to build ‘happy roads’
14 Aug
In a bid to get motorists in Mumbai motor-ready, leading tyre manufacturer CEAT Limited with the support of the Mumbai Metropolitan Region Development Authority (MMRDA) went the unconventional route of repairing pothole around Mumbai city by recycling old and worn-out tyres.
The ‘CEAT Happy Roads’ initiative encouraged vehicle owners to donate their old tyres which were then recycled and used to make suitable fillings for potholes.
CEAT worked with Green Rubber Crumb to prepare fine quality rubber crumb from used tyres, which was 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.
In a press statement, Executive Creative Director at Ogilvy Mumbai, Anurag Agnihotri said the idea was eco-conscious, customer engaging and creatively led.
A video documentary was produced to capture the process of building CEAT Happy Roads earning over 800,000 Youtube views.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
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Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
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Campaign entries must have run between June 2024 to May 2025
