Every time we hear ‘Buri nazar wale tera moo kaala!’’ we are transported to the good old days where highway rides meant spotting the trucks with the best catchy phrases that would give us all the FEELS of travelling on Indian roads. In a bid to spice up our boring highway rides again, digital payments platform PhonePe has piloted a truck art campaign to promote its two and four-wheeler insurance products. The campaign aims to revive and revamp the long lost truck art.
Revamped trucks to be an epitome of ‘dekho magar pyaar se!‘
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Notably, under this trendy campaign, a fleet of trucks plying on highways in Maharashtra, covering Pune, Nashik and Mumbai, is set to sport catchy phrases on art canvases on their tailgates. Often known as ‘phool patti’, truck art has traditionally been a popular art form in India and South Asia.
The trucks are lovingly decorated by their doting drivers, who spend their long days and nights driving them throughout the country. The vehicles are also a melting pot of the influences of different cultures, usually with a melange of colour schemes, fonts, and symbols on display.
Director Brand Marketing, PhonePe said, “We believe that this campaign will be very contextual and seamlessly extend itself on the back of these trucks which can be easily noticed by drivers of two and four-wheelers. This also helps in the message manifesting at the point of truth, highways and the roads.”
See you on the roads!
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With the arrival of transportation companies and their large fleets of modern trucks with containers, traditional truck art is on the decline. Stickers, plastic and steel ornaments have replaced the tedious work of painting by hand. The new generation truck owners also seem uninterested in learning the art of painting trucks.
Despite the popularity of traditional mediums such as print, TV and outdoor for advertising for insurance companies, the digital biggie aims to experiment with truck art as a medium to build awareness and preference for its motor insurance products. Sporting quirky idioms and ready to make an impact, Phonepe is set to bring to life a forgotten art form.
-With inputs from IANS
