Ashok Leyland, a powerhouse since 1948, ranks as India's 2nd largest commercial vehicle manufacturer, the 4th largest bus manufacturer globally, and the 16th largest truck manufacturer worldwide. Faced with the challenge of reaching diverse customers, including those from rural areas, it wanted to create a unique and universally exciting way to experience its new truck - GURU. Moreover, Ashok Leyland aspired to position itself as a technological leader in the automotive space.
Jaws will drop: Suggestive of a price so low that jaws were bound to drop, we built an integrated marketing campaign around stark, exaggerated jaw-dropping caricatures of office goers.
The caricature style was used to stand out among the clutter of elevation-based ads and convey a bold message.
