Insight:  
Truck drivers in India, often unseen, witness the country's diverse beauty daily. Recognizing their unique perspective, we saw an opportunity to change the negative perception of trucking.
 

Strategy:  
We launched 'Photo OK Please', a photography contest exclusively for truckers, leveraging a community platform for drivers to share their travel photos. The idea was to highlight their hidden talent and to present a different aspect of truckers.
 

Creative Solution:  
Through WhatsApp, truckers self-registered and submitted photos, while engaging with updates, tips, and messages. This initiative reached 4 million on social media, generated positive buzz, and importantly, elevated the image of trucking in India, transforming drivers into storytellers and artists.