Delivery drivers and riders throughout the world face enormous pressure to get purchases to users in the minutes their companies have promised for delivery. The emotional toll is severe. Accidents, and even deaths, have also become hazards of the job. In India, Ralco Tyres is taking the pressure off them with an initiative by BBDO Asia. #NoPressureDelivery urges users to write No Pressure Delivery in the delivery instructions as part of every delivery instruction. This allows delivery people and their companies to know that users are willing to wait a little longer for their products to make sure that the delivery person rides safely, without any time pressure. The campaign creates awareness about and eases the pressure faced by delivery people who are expected, in their companies’ normal transactions, to complete their orders within minutes.
The campaign launched with a video presentation delivered by actor and philanthropist, Sonu Sood. It empathises with delivery people who spend most of their working hours on roads braving uneven roads, rains, and traffic to deliver the orders and highlights Ralco Tyre’s mantra that that pressure should be applied to tyres and not people.
The initiative is a follow-up to a year-long campaign that highlighted Ralco Tyres’ ability to handle extreme pressures of the roads.
Manjul Pahwa, director, Ralson India, stated, “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, vice president, 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 people in meeting tight timelines is one subject which Ralco has recently unearthed for social conversations through philanthropist, Sonu Sood. We hope this drive leads to a social change and the concept of No Pressure Deliver catches up to bring respite to the growing community of delivery people.”
Hemant Shringy, chief creative officer, BBDO India (Mumbai), noted, “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, general manager & executive vice president, 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.”
