The seven-minute video looks for an emotional connection says the team behind the campaign. Environmental sustainability is a part and parcel of business sustainability and associating the two may also help build recall. The film by Brainfever Productions shows the making of a wetland forest that has already created a habitat for birds, amphibians, fish, butterflies and other insects. “Eighteen months into the project it has managed to turn a monotonous grass land into a rich and diverse project,” the company said.
Ashok Leyland nature park
Ashok Leyland is also keen to project itself as an experiential brand. The company worked with ‘Interbrand’, a global brand consultancy firm to help make the leap within the company and externally, with its consumers. “We want to bring in emotional context to the brand rather than just a pure brand image”, says Balachandar.
Through the journey, the brand tagline remains unchanged. ‘Aap Ki Jeet, Hamari Jeet’ (Your success is our success) which was first visually conceived to focus on the customer and then extended to all its stakeholders. It was first conceptualized as the brand’s driving line when the company moved out of its comfort zone in the South to take its campaign national, in 2012-13. At the time, the company also roped in national sports icon Mahendra Singh Dhoni to speak to to not only truck drivers, but also fleet owners and mechanics.
“It was important for us to address a wider audience rather than restrict ourselves to truck drivers alone. In essence, we were speaking to every stake-holder in the system to ensure we did not miss out on anyone in the value chain,” Vinod K Dasari, managing director, ALL had said at the time. Ashok Leyland ended 2017-18 with a market share of 34.2 per cent with its highest ever sale of 174, 873 units.
The company believes it is time to take the next leap forward, engage customers beyond the product and its features. For that sustainability is the new mantra. Driving the company’s new brand journey is a new generation of businessmen, in the logistics space, as they place greater emphasis on the environment and sustainability in their operations. Their perspective is not just cost of ownership, it is not just mileage, more about durability, about values and comfort in the partners with which they do business, says Balachandar.
Community building is an important aspect of brand building and Balachandar says that they have followed the same principle with the community of truckers in the past. Ashok Leyland is also working with drivers and mechanics with their financial accreditation, knowledge skill accreditation, facility accreditation. The aim now is to extend the community involvement to a larger group of stakeholders.
Balachandar says that sustainability is not just for the new band of customers coming into the company’s fold but also “more importantly to retain my existing customer base and get them to buy repeatedly. They have to believe that the brand is beyond the product. And believe that this is a set of people, an organisation that I would like to be associated with.” And there will be more brands following this path soon believes Bijoor.