Eicher Trucks & Buses, a business unit of VE Commercial Vehicles, has launched its latest campaign ‘Nayi Soch Naye Raaste’, which reflects the brand’s promise of partnering prosperity. The campaign emphasizes the importance of modern transportation in everyday business operations and daily routines.
Innovation and Uptime
According to Vinod Aggarwal, MD & CEO of VE Commercial Vehicles Ltd, Eicher has been driving modernization in India’s transportation industry for over 15 years, bringing several industry-first features to the market. Last year, the company took a giant leap forward in revolutionizing the commercial vehicle industry by connecting Eicher’s entire range of BS-VI vehicles to an industry-first Uptime Centre offering remote and predictive diagnostic services. Eicher’s constant endeavour is to provide the highest levels of Uptime to Eicher truck and bus customers, enabling them to play an essential role in society.
My Eicher App
To create an advanced connected ecosystem, the company has recently launched the My Eicher App, which is an integrated and first-of-its-kind solution for efficient fleet, fuel, and vehicle uptime management, along with a marketplace for value-added services. Eicher’s portfolio of state-of-the-art 100% trucks and buses backed by superior technology and uptime is setting new benchmarks across applications.
Conceptualization and Campaign
The Nayi Soch Naye Raaste campaign was conceptualized by Ogilvy, showing a motionless world where everything stands still, a restaurant paused mid-meal, a market paused mid-transaction, and a busy road frozen in time. The film carefully aligns the ignition of the Eicher truck to the world moving again, signifying that Eicher Trucks and Buses and Eicher drivers play a pivotal role in moving our world! The video has been launched on the company’s social media platforms and amplified on OTT platforms like Hotstar.
The Heroes Behind the Wheel
Ritu Sharda, CCO-Ogilvy India (North), added that Eicher’s commercial vehicles play an essential role in each of our lives, ensuring timely delivery of breakfast, and materials, and bringing children home from school on time. The Nayi Soch Naye Raaste campaign is a tribute to Eicher truck and bus operators who serve society’s needs. They are the heroes who keep our lives going!
Product Range and Features
Eicher offers one of the widest product ranges, from 4.9-55 Ton GVW trucks and 12- 72-seater buses. These products are produced on Eicher’s most innovative BSVI solution – EUTECH6, which offers the most reliable engine technology and best-in-class fuel efficiency. Eicher is the first player to introduce a 100% connected range of vehicles with advanced telematics. The products are enabled by the Eicher Uptime Centre, and segment-specific benefits such as enhanced logistical efficiency in e-commerce, superior uptime in construction and mining as well as passenger safety in buses. The company has the widest range of Heavy-Duty trucks in the industry.
In conclusion, Eicher’s Nayi Soch Naye Raaste campaign is a thought-provoking take on the value that Eicher’s commercial vehicles play in our lives.
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