About the
Project
Background
L&T constructed a Toll way between Beawar-Pali-Pindwara which lies between New Delhi and Kandla freight corridor. There are 4 tolls on this highway and has an amazing driving experience through the Aravalli range. However, there was significant resistance in the initial phase from the trucker’s community that they were being charged 4 times on the same highway. Reason why they started avoiding the highway. Even the local residents who felt it was an encroachment on their free movement and the tolls led to angry protests.
Objective
Create a communication that would address the concerns of the community and help to build a bridge with the users stating that this road was for their benefits only.
Strategy
BPP Toll way was a road built to enhance the future prosperity of the local villages and towns all along the highway. The communication was based on a simple truth that BPP Toll way belonged to them only and for their true benefit. The 6-ad Print communication appealed to the local residents that they must own this road and use it, as it’s a far better experience since it is safer, smoother and enjoyable too. It’s a matter of pride for the localists.
