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Ogilvy

Happy Roads CEAT

← Our Work Info

Overview

Potholes are rampant in India, and they are not a mere inconvenience. Over 11,000 people lost their lives over the past four years in India as a result of accidents due to potholes. Unfortunately, nobody was fixing the problem. Indian tire manufacturer CEAT saw an opportunity to turn one problem into a solution for another. Their tires are so difficult to break down that they contribute to massive landfills. If only their durability could be turned into something good.

Capability

  • PR & Influence
  • Product Design

Team

  • Mumbai