PhonePe, a digital payments company, has launched a truck art campaign using a fleet of vehicles on Maharashtra’s motorways, including Pune, Nashik, and Mumbai.
PhonePe is promoting its two- and four-wheeler insurance plans with this campaign, which includes appealing statements on art canvases placed on truck tailgates. The corporation hopes to engage with the target population on highways in the A&B categories of the New Consumer Classification System (NCCS) who are between the ages of 22 and 40 years old with this campaign.
Truck art, known in Hindi and Urdu as Phool Patti, has long been a popular form of expression in India and other parts of South Asia. The trucks are painstakingly adorned by their drivers, who spend their days and nights driving them around the United States.
Each truck tells a different storey, with bright colours and bells, etched with beautiful and often quirky couplets, and even photos of celebrities and famous people.
In India, trucks are frequently decked out with eye-catching slogans, decorative items, and a plethora of confusing symbols. They’re also a mash-up of many civilizations’ influences, with a jumble of colour schemes, fonts, and symbols on display.
PhonePe made an interesting discovery that sparked the notion of pushing insurance goods behind vehicles.
PhonePe’s Director of Brand Marketing, Ramesh Srinivasan, stated they were surprised to find an unexpected insight. Trucks used to carry images of devils on them to fight off evil in previous decades. They spoke with a few veteran truck drivers and truck art specialists, who indicated that drivers used to believe that seeing demons on the road would protect them from bad luck.
Trucks, they say, are a wonderful way to educate customers about the significance of two- and four-wheeler insurance because the need for insurance is felt the most when travelling on the road. They feel that this campaign will be highly contextual and that it will effortlessly extend itself on the backs of these trucks, where drivers of two and four-wheelers would be able to see it.
With the emergence of transportation corporations and their enormous fleets of sophisticated trucks with containers, traditional truck art is on the decline. Stickers, plastic, and steel ornaments are displacing the time-consuming task of hand-painting trucks, and the next generation of truck owners has no desire to learn how to do it.
In India, most insurance businesses prefer to advertise through traditional channels such as print, television, and outdoor. PhonePe is breaking the clutter and creating a powerful campaign by choosing a rare and substantial real estate to deliver the insurance message in a fun and unique way by employing odd idioms that people love to read while driving on the highways.
This also brings a long-forgotten art form back to life, intending to inspire more firms to use this medium in the future.
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