CEAT certainly prepares commuters for Mumbai’s monsoon. After launching their new monsoon smart range of tyres with the ‘Nehlau’ TVC in July, their eyes are now set on repairing potholes. 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’ to repair potholes in Mumbai city by recycling old and worn-out tyres. Considering the growing effectiveness of messages driven by digital campaigns, CEAT has adopted a unique digital approach to launch this initiative with a two minute video.
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 was mixed with bitumen to improve its binding properties. The bitumen mixture was then utilized to fill potholes across various areas.
The entire process of making ‘CEAT Happy Roads’ initiative is captured in the video and it highlights the eco-friendly measures making Mumbai roads pothole free.
Talking about the initiative, Nitish Bajaj, Vice President, Marketing, CEAT Tyres Limited, shared, “Potholes are one of the biggest nuisances that can prove to be extremely dangerous for every day road travel, especially in the monsoon. Hence, in order to curb the situation and make commute safer, we came up with a solution where old tyres can be utilised for road repairs. Through this and many such initiatives, we are confident to keep making road travel safer for commuters and also contribute back to society.”