Ralco No Pressure Delivery
1. Brief and marketing challenges/objectives*
The pandemic boosted the already growing online food and grocery delivery market in India,and it is here to stay.One way to get ahead in a highly competitive market has been to promise shorter delivery times even ten minutes.
This burdens delivery drivers,who are forced to risk their health and safety to deliver items in these impossibly short windows.
Ralco Tyres,the number 1 bicycle tyre brand in India and a strong entrant in two-wheeler tyres,saw an opportunity to speak for the delivery drivers and build salience in the market with brand purpose inspired by cultural truth.
Objectives:
-To speak for and connect with delivery drivers
-To incite the general public to take action for a humanitarian cause and think of the brand positively
2. Strategy
When delivery apps promised 10-minute delivery, some welcomed it as a great convenience, while others expressed concern about the safety of delivery riders.
The target audience was:
The delivery riders, for whom tyres are of utmost significance and who form a key segment of the brand’s consumers
The larger public of delivery app users who appreciate the convenience but are not aware of the risks involved.
The CTA is aimed at the second group, urging them to add "No Pressure Delivery" to their delivery instructions when ordering from food and grocery delivery apps.
The activation of mothers of delivery riders holding placards-took place on the streets, the very place of work for the riders. It grabbed the notice of the public and generated emotional appeal.
3. Solutions / innovations / creative ideas*
“Pressure” is a core brand value - the functional ability of the tyres to withstand pressure and a stance against social pressures. The brand has previously taken up issues like transgender discrimination and pressures surrounding work and marriage with #FreeTheRoads and #PressureSeBadhenge.
The idea: #NoPressureDelivery.
Ralco Tyres urged delivery app users to type “No Pressure Delivery” as the delivery instruction while placing an order. This way the riders would know that they can ride safely, thereby reducing the pressure on them to deliver orders ASAP; also sending a message to the delivery apps. Because the brand believes that pressure should be applied on tyres, not people.
Mothers of delivery drivers stood in public places holding placards urging people to consider the plight of their sons.
4. Execution
Video:
#NoPressureDelivery was launched by Bollywood actor and social activist Sonu Sood, who highlighted the risks to the health and safety of delivery executives.
Sonu encouraged people to add "No Pressure Delivery" to the instructions field of their delivery apps. On September 12th, 2022, the video was uploaded onto Ralco's social media handles, including YouTube, Instagram, Facebook, and Twitter, as well as on Sonu’s Twitter account.
Activation:
In the following activation campaign, mothers of delivery boys held placards in public places with messages in Hindi and English,
“Don’t kill my son over 10-mins delivery”
“Mere bete ko 10-minute delivery ke pressure se bachao” (“Save my son from the pressure of ten-minute delivery”)
It drew the attention of passers-by and raised awareness for the #NoPressureDelivery movement.
5. Quantifiable results / achievement against objectives (Supporting data source must be mentioned)*
#NoPressureDelivery achieved the highest post and video engagements across Ralco Tyre’s social media handles (Instagram, Twitter, Facebook).
The video on Instagram, Facebook, Twitter & YouTube achieved a reach of 25 million, an engagement of 4.18 million, 47 million views and generated thousands of conversations.
There was great buzz around the movement on social media and across news media.
We even incited delivery apps to take notice and make changes:
-Zepto and BlinkIt, whose main promise had been ten-minute delivery, deleted all references to it from their websites and marketing collaterals.
-Zomato announced rest points for gig workers to relax between deliveries.
-Swiggy announced free on-demand ambulance service for delivery executives and their dependents.
-Zomato paused the 10-min food delivery pilot project in Delhi.
