Ralco Tyres aims to take the pressure off the delivery

The initiative was conceptualised by BBDO India

Sep 22, 2022 10:00:00 AM | Video | Campaign India Team

Ralco Tyres has rolled out an initiative to take the pressure off riders at e-commerce companies.
Conceptualised by BBDO India, the initiative is titled #NoPressureDelivery and aims to create awareness and ease the pressure faced by delivery executives. Through this initiative, Ralco Tyres wants those who are opting for e-commerce services to write ‘no pressure delivery’ as part of the delivery instruction, thereby lifting the pressure on the rider to deliver the users’ order in a rush. Also, this way, the apps would know that users are willing to wait for a little longer. 
The initiative was launched with a video featuring actor Sonu Sood.
Manjul Pahwa, director, Ralson India, said, “At Ralco, we make tyres that can handle any and all pressure, so we understand the pressure that delivery executives go through each day. 'No Pressure Delivery' is an initiative that we hope will help ease the pressure on the delivery riders and spark a much needed conversation.”
Yogeshwar Sharma, VP - marketing communications , Ralson India, added, “In an era dominated by social media, Ralco Tyres has chosen to bring to the fore social and human angles of certain deserving subjects of commerce and trade. Risk to the life of delivery boys in meeting tight timelines is one subject which Ralco has recently raked up for social conversations through philanthropist Sonu Sood. We hope this drive leads to a social change and the concept of 'no pressure delivery' catches up to bring respite to the growing community of delivery boys.”
Hemant Shringy, chief creative officer, BBDO India, said, "When we joined hands with Ralco more than four years ago, together we crafted the brand's ideology of 'tread new paths'. And with each piece of work we've done since, we attempted to make a difference. With #NoPressureDelivery the brand takes a thought leadership stance. While it's amazing that there are constant innovations and new offerings in the world, it's important to pause and think, do we really need this? Is this sustainable? No Pressure Delivery is a humane plea in the tech-enabled world."
Priyanka Rishi, GM and EVP, BBDO India (Mumbai) added, “We believe brands can impact societal narratives. Hence we keep a sharp look-out for evolving behaviours that might need to be questioned, re-shaped or reframed. In today’s context, #NoPressureDelivery is one such important conversation. Grateful for brave client partners at Ralco Tyres who hold the same belief and want to drive positive change.”