Percept Activ executes Zero chinta activation for Birla Tyres

Percept Activ, which has bagged the Birla Tyres account, has started an on-ground activation campaign to raise brand awareness for the tyre maker.

BestMediaInfo Bureau | Mumbai | September 7, 2010

Birla Tyres, part of the BK Birla Group, has roped in Percept Activ to execute an on-ground activation campaign 'Zero Chinta'. The campaign, spread across 35 cities, kick-started in mid-August and will run till end-September.

With the objective of increasing brand awareness and sales, the campaign has taken a two-pronged approach – a branded 'Mobile Ace' and a 'Fitter Meet'. The programme was conducted for a period of four days – three days of mobile road show and a one-day of meet.

The Mobile Ace served as the communication vehicle to interact with truck owners, fleet owners, truck drivers and the fitter shops that were branded with Birla Tyres colours. The team interacted with drivers through 'Nukkad Natak' – an entertaining act performed at nearby dhabas. The 'Nukkad Natak' helped inform these target groups about the USPs and brand salience, taking away the 'Chinta' of truck drivers. The Fitter Meet was organised at locations convenient to the invitees, before and after the 'zero chinta' team did the road show. This gave a platform to the Birla Tyres team to interact and build relationships with the fitters and understand their perspectives about the product and the challenges they face.

Said Sanjay Shukla, COO, Percept Activ, “Our insights of having worked with other tyre companies in the past and a well thought out and structured logistic plan have helped us to win this project. Besides, our large office network in India ensures that we have a hands-on control on a project running across so many cities with multiple teams working simultaneously to ensure 'zero chinta for our client. As is our mantra, we look at developing brands with our clients and not just do one-off projects. So, we will look at taking this to the next level as well.”

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