Acko came up with a new marketing campaign based on the work done in the field. This is being done in collaboration with the NGO PotHole Raja, to seal over 150 potholes near the Royal Meenakshi shopping center in Bannerghatta.
The Video Campaign – ‘The Gifted Road’ is created, developed and executed by Leo Burnett Orchard and conceptualized by Bigfoot Productions.
The campaign film opens with the headlights of Acko’s “magic ride” driving through the wintry darkness of the city of Bengaluru. Under the delighted eyes of passers-by and onlookers, the doors open and a troop of Santa Clauses emerges. The Santa Clauses get to work, with a merry Christmas melody in the background. They perform a miracle overnight by closing all the potholes. The next morning, residents express their joy and gratitude by waking up to the gift of a patched-up road. The film ends with Acko reiterating his commitment to road safety and how essential pothole removal is to keeping vehicles safe.
Ashish Mishra, Executive Vice President – Marketing, Acko, said, “The campaign was born out of our desire to play a part in eliminating this threat and making road travel safer. We’ve made that vision a reality by partnering with PotHole Raja to give the townspeople the perfect Christmas gift. The campaign is also particularly close to our hearts as it fits into Acko’s broader mission to promote and prioritize road safety for all.
Prathap B, Founder and CEO of PotHoleRaja, said, “At PotHoleRaja, our goal is to have accident-free roads and save lives by fixing potholes. Our program is to raise awareness and find effective ways to fix these potholes. we were approached for this campaign, we thought it would be the best thing we could do over Christmas for the people of Bengaluru. We’re always on the lookout for companies and partnerships that understand our vision of pothole-free roads, so we thank Acko for supporting our cause.
Pravin Sutar, Creative Director of India, Leo Burnett Orchard, said, “Christmas is about innocence and childish smiles. And that’s exactly what we wanted to spread for the people of Bangalore. We hope we have raised the bar for Christmas advertising in India with this piece.
The film is amplified through digital channels and social media.
Watch the commercial here: