Powered by Valvoline, BharatBenz, Excelite and KT Telematic Solutions and organised by MOTORINDIA magazine, the Happiness Truck 3.0 has started its journey on the Golden Quadrilateral route. Rajesh Rajgor has the details.
MOTORINDIA, India’s No.1 magazine for commercial vehicles, launched the third edition of its Happiness Truck Campaign on 14 April, 2022 from Sanjay Gandhi Transport Nagar (SGTN) in New Delhi. The ‘Happiness Truck 3.0,’ will travel across India’s Golden Quadrilateral, passing through the busiest freight routes. MOTORINDIA magazine is the campaign’s organizer, with Valvoline as the Title Partner. BharatBenz is the Trucking Partner, while DH Lighting India Pvt. Ltd., with their Excelite brand of lights, provides the brightness on road as the Lighting Partner. As Navigation Partner, KT Telematic Solutions will enhance the journey with its exciting telematics and fleet management solutions.
The beautifully decked up truck will be driven across busy transportation routes as part of the campaign, with pit stops at important trucking hubs for interactions with drivers, fleet operators, garage owners, and mechanics. Another significant part of the campaign, in addition to engaging with major stakeholders in the trucking industry, is to raise awareness about safety issues and vehicle, tyre, and lighting system maintenance. The journey also has a CSR component, which involves distribution of goods and groceries to less fortunate ones in local towns and villages along the way.
The Flag-Off Event
On the ‘dhol’ beats of live Punjabi music and pretty ethnic dance performance, the Happiness Truck 3.0 was flagged off from Sanjay Gandhi Transport Nagar in New Delhi. Over 100 drivers, mechanics and association members of attended the function and left with a sense of pride, recognition and respect for their work and fraternity.
Addressing the gathering on the occasion, Sandeep Kalia, Managing Director, Valvoline Cummins (P) Ltd., said: “It gives us immense pleasure to be associated with such an interesting road campaign that will touch the lives of drivers, fleet operators, and mechanics across various transport nagars on India’s golden quadrilateral route.” He further stated: “As a consequence of developing and rewriting formulae for racing, high-mileage, synthetic, and recycled motor oils, we’re renowned as the ‘Original Motor Oil’ all around the world. In the last 20 years, we’ve evolved from a Rs. 200-crore turnover firm in India to a Rs. 2000-crore turnover company, all because of the unconditional support offered by the trucking community.”
Valvoline has been focusing on reaching out to its customers and stakeholders and supporting them since the COVID outbreak. “Not only did we want to stay in touch, but we also wanted to learn about their needs and do whatever we could to help them. In March 2021, we commemorated ‘Mechanic Month’ around the world to show our appreciation for mechanics and thank them for keeping the world going even during a pandemic. Our ‘Muskaan’ initiative to impart scholarships to the community’s children studying in Class 9-12 has been well accepted and we call out our driver, mechanic and service brothers to enroll their kids into the program,” added Kalia.
Avijit Lahiri, Campaign Head and Strategic Marketing Manager, MOTORINDIA, felicitated the Sanjay Gandhi Transport Nagar association members, notably the President, Ramesh Maini. “The trucking community is instrumental in India’s smooth running of economic activities. The fleet operators, drivers, mechanics form the pillars of the road transportation. An initiative to connect with them and understand their pain points is commendable. Having done twice before, I am sure the third edition of the campaign will be as beneficial as the previous two. I wish every brand associated with the event a heartfelt thanks and best wishes,” praised Maini.
Avijit Lahiri, who has been at the helm of organising the previous two editions of Happiness Truck (Season I traversed North India and Season II across North East) and a Pan-India, Go Extra campaign, that spanned over 8000 kms and 35 locations, was pleased with the response to the Happiness Truck 3.0 campaign. He shared: “Every time we visit the transport hubs with our Truck Campaign, I feel we are a part of a big transport family. As part of MOTORINDIA magazine we are only excited to further unearth the potential to engage with the trucking community, mainly drivers, mechanics, dhaba owners, garage owners, fleet operators and the truck associations. The trust and support that the partners shower on us is testimony to the sheer power of the campaign. This season, we are happy to have Valvoline as the Title Partner along with BharatBenz for their reassurance post the Happiness Truck Season 2 where they had partnered us. Additionally, DH Lighting India has shown faith in our reach with its association with us soon after the Go Extra campaign that we conducted last year. KT Telematic Solutions is another proud brand to have joined us this year. We hope everyone associated with us will get a good opportunity to connect and engage with the trucking fraternity and discover new retail, distribution possibilities and business opportunities apart from the spectacular brand visibility they will get while en route the Golden Quadrilateral through the campaign.”
Abhinav, Regional Sales & Marketing Manager, BharatBenz, said: “We are proud to be associated with Happiness Truck 3.0 campaign with our BharatBenz 1617 truck. Part of the Daimler India Commercial Vehicles, our truck range are known for superior fuel efficiency, less spends on maintenance providing better total cost of ownership to the fleet operators. I thank MOTORINDIA magazine for such a wonderful event that will give us opportunity to be within the fleet operators, drivers and mechanics and get on filed feedback on the operational efficiency of the truck.”
Harish Sharma, Director, DH Lighting India Pvt. Ltd., said: “We have been part of MOTORINDIA’s previous road campaign, the ‘Go Extra’ that traversed 8,500 kms and over 30 locations. We promoted our halogen bulbs and LED lights and got phenomenal brand visibility amongst the retailers and through MOTORINDIA’s social media handles. I am thankful to MOTORINDIA once again for creating such an opportunity to create awareness about our brand ‘Excelite’ and our product range to the target customers. I wish the team Happiness Truck 3.0 all the very best.”
Balaji from KT Telematic Solutions Pvt. Ltd., informed: “It is an honor that KT Telematics Solutions could be part of the most sought-after trucking campaign on road in the country. I thank MOTORINDIA magazine, who have proved their quality of work in the previous two Happiness Truck campaigns and the Go Extra campaign. The vehicle in Happiness Truck 3.0 is fitted with our e-greasing automatic lubrication solution and integrated with GPS system. It helps reduce maintenance hours, increase aggregate life, reduce suspension failure and provides noise-free driving.”
The Happiness Truck 3.0 will make stops at important trucking hubs on the Golden Quadrilateral route: Delhi – Kanpur – Allahabad – Varanasi – Hazaribagh – Dhanbad – Durgapur – Kolkata – Visakapatnam – Rajamundry – West Godavari – Nellore – Krishnagiri – Bangalore – Haveri – Bijapur – Belgaum – Pune – Satara – Mumbai – Surat – Vadodara – Ahmedabad – Udaipur – Bhilwara – Ajmer – Jaipur – Gurgaon.
Summing up the proceedings, Rajesh Rajgor Content & Brand Strategist, MOTORINDIA, said: “It is such an honor to be within the drivers, mechanics and fleet operators. They are responsible for delivering ‘happiness’ to our homes in the form of large and small goods transported. The Happiness Truck 3.0 is another sincere attempt from MOTORINDIA magazine to acknowledge the relentless efforts put in by the important stakeholders of the trucking community. On behalf of MOTORINDIA, I thank our Title Partner Valvoline, Trucking Partner BharatBenz, Navigation Partner KT Telematic Solutions and Lighting Partner Excelite, for partnering with us in our efforts to reach, recognize and connect with the key stakeholders of the transportation segment.”