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.
Watch the full video here: https://www.youtube.com/watch?v=iYcUEG0lSSc
Client: Ceat Tyres Limited
Creative Agency: Ogilvy Mumbai
Creative: Anurag Agnihotri, Sandesh Mangaonkar, Sundar Sharma
Servicing: Harsh Bhatt, Saurabh Acharekar
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