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.
- PR & Influence
- Product Design