One of the most common problems Mumbaikars face on the roads, especially during the monsoon season is potholes. Hence, with an objective to make roads and mobility safer, CEAT Limited, a leading tyre manufacturer with the support of Mumbai Metropolitan Region Development Authority (MMRDA) has undertaken an eco-friendly initiative, ‘CEAT Happy Roads’ along with Ogilvy & Mather to repair potholes in Mumbai city by recycling old and worn-out tyres.
To get monsoon-ready, many bike and car owners prefer to change old tyres. With this initiative, CEAT encouraged vehicle owners to donate their old tyres which can be further recycled and used to prepare suitable pothole filling mixture. To undertake this process, CEAT tied up with Green Rubber Crumb to prepare a fine quality of rubber crumb from used tyres, which could have been mixed with the bitumen to improve its binding properties. The bitumen mixture was then utilised to fill potholes covering areas such as Bandra, Santacruz and Borivali.
Anurag Agnihotri – Executive Creative Director, Ogilvy Mumbai: Here’s an idea that paves the way for a happier future. What better way to fix potholes than with the very object that knows them inside out: TYRES. Its eco-conscious, its customer engaging and creatively led.
Credits – Creatives: Anurag Agnihotri, Sandesh Mangaonkar, Sundar Sharma. Servicing: Harsh Bhatt, Saurabh Acharekar.