Summary
"Aao Kartavya Nibhaye, Chalo Desh Banaye" transforms a decision based on performance metrics of productivity, economy and value into one that is intensely personal as well - making the buyer one whose duties extend to building the nation: you don't just buy a machine, you're fulfilling your duty to building the country.
Challenge
The objective was very focused: refresh and contemporize the brand positioning of "Chalo Desh Banaye" to reflect the ambitions of today's India. Created 5 years ago, "Chalo Desh Banaye" has been a literal call to action for nation-building. Juxtaposed against today's India growth story, the ambitions and passions of entrepreneurship and atmanirbharta, the strategic approach was to make nation-building a personal endeavor, a duty to be fulfilled, a kartavya". And thus create a purpose, an affinity that went beyond just a tactical decision of choosing a machine to a more personal, ambitious objective.
Objective
The construction equipment industry has seen a recent uptick in infrastructure building and whether individual machine owners or fleet owners, the audience has a huge choice of brands to choose from. In the light of this, it became imperative to create a higher order purpose of the brand to drive affinity and engagement for sales.
Strategy
The first step to nation-building is a simple thought - that you can do it. Building on this and leveraging the innocence of how children think and behave, the approach was to showcase a story of progress through children's imagination and how that story is really a duty. Given the Immediate B2B audience of construction and mining industry, contractors, fleet and individual machine owners, municipal and government bodies and the wider B2C audience, the approach purpose was also to build and enhance a powerful positioning for the brand and evoke and reinforce the brand's commitment to nation-building.
Data
Construction equipment purchases are almost never an emotional decision -or at least, emotion never factors in the process. It is hardcore functional expertise, cost of ownership, value, etc. The "Aao Kartavya Nibhaye, Chalo Desh Banaye" campaign sought to create an emotional context to the purchase decision - a context derived intensely from the sentiment of the nation- ambitious, entrepreneurial, self-determined. This positioning thus helped almost verify and justify a tactical decision with the individual's own aspirations.
Solution
Results
Close to half a million views on YouTube Over 17,500,000 (17 million) impressions from select platforms
