MAM
Ralco decides #NoPressureDelivery in its new initiative
Mumbai: In the hope to create awareness and ease the pressure faced by delivery executives of quick commerce who are tasked to complete their orders quickly, Ralco Tyres, one of India’s leading automotive tyre brands, has introduced a new initiative titled #NoPressureDelivery.
The initiative, which is put in place by BBDO, urges users to make a simple change – by writing ‘No Pressure Delivery’ as part of their delivery instruction thereby lifting the pressure on the rider to deliver the users’ order in a rush. Also, this way, the apps would know that users are willing to wait for a little longer ensuring the safety of the rider.
Launched through a short video featuring actor and philanthropist Sonu Sood, the brand empathises with delivery executives who spend most of their working hours on roads braving uneven roads, rains, traffic and risk of accidents. The brand highlights that pressure should be applied to tyres and not people.
The initiative is a follow-up to the year-long campaign that highlights Ralco Tyres’ ability to handle extreme pressures of the roads. Reacting to the campaign, Ralson India director Manjul Pahwa said, “At Ralco, we make tyres that can handle any and every pressure, so we understand the pressure that delivery executives go through each day. “No Pressure Delivery” is an initiative that we hope will help ease the pressure on the delivery riders and spark a much-needed conversation.”
Ralson India vice president- marketing communications Yogeshwar Sharma, added, “In an era dominated by social media, Ralco Tyres has chosen to bring to the fore social and human angles of certain deserving subjects of commerce and trade. Risk to the life of delivery boys in meeting tight timelines is one subject which Ralco has recently raked up for social conversations through philanthropist Sonu Sood. We hope this drive leads to a social change and the concept of ‘No Pressure Deliver’ catches up to bring respite to the growing community of delivery boys.”
Speaking of how the idea came to light, BBDO India chief creative officer Hemant Shringy said, “When we joined hands with Ralco more than four years ago, together we crafted the brand’s ideology of ‘Tread New Paths’. And with each piece of work we’ve done since, we attempted to make a difference. With #NoPressureDelivery the brand takes a thought leadership stance. While it’s amazing that there are constant innovations and new offerings in the world, it’s important to pause and think, do we really need this? Is this sustainable? No Pressure Delivery is a humane plea in the tech-enabled world.”
BBDO India general manager & executive vice president Priyanka Rishi added, “We believe brands can impact societal narratives. Hence, we keep a sharp look-out for evolving behaviours that might need to be questioned, reshaped or reframed. In today’s context, #NoPressureDelivery is one such important conversation. Grateful for brave client partners at Ralco Tyres who hold the same belief and want to drive positive change.”
Delivery riders face immense pressure to deliver your order in few minutes. Help reduce the pressure on them by writing #NoPressureDelivery as your delivery instruction. Because at #RalcoTyres, we believe that pressure should be applied on tyres, not people. pic.twitter.com/WSHonENxMi
— Ralco Tyres (@ralsonindia) September 12, 2022
MAM
Mangaldeep partners with Vrindavan Vibes at ISKCON Vrindavan event
Fragrance brand backs youth led kirtan gathering that drew 4000 plus devotees.
MUMBAI: If devotion had a soundtrack, Vrindavan recently turned the volume up. Mangaldeep Incense has partnered with Vrindavan Vibes at ISKCON Vrindavan, an emerging devotional gathering that blends traditional kirtans with a youthful, community driven atmosphere. The first day of the celebrations alone drew more than 4000 devotees, signalling the growing appeal of participatory spiritual events among younger audiences.
More than a festive collaboration, the association reflects a broader cultural shift in how spirituality is being experienced today. Vrindavan Vibes Jamming, described as a kirtan utsav, brings together youth, families and devotees for collective singing within a sacred temple setting, turning devotion into a shared, immersive experience.
For Mangaldeep, the partnership positions the brand as a long term enabler of community led devotion. Vrindavan, long regarded as the spiritual home of Lord Krishna, remains a vibrant centre for bhajans, temple gatherings and devotional music that attracts pilgrims and visitors from across the country.
As part of the collaboration, Mangaldeep has introduced a fragrance led experience within the venue. This includes ambient fragrance pillars designed to enhance the devotional ambience, a curated Khusbhoo Path experience, a selfie booth for visitors to capture shared memories, and specially designed souvenirs for devotees attending the event.
Mangaldeep divisional CEO of the matches and agarbatti division Rohit Dogra said the initiative reflects the changing ways in which faith is being expressed.
“At Mangaldeep, devotion has always been at the heart of everything we do. Today we are witnessing a beautiful shift in how spirituality is expressed, particularly among young India where bhajans and kirtans are becoming vibrant collective experiences of faith and belonging. Our partnership with ISKCON Vrindavan for Vrindavan Vibes reflects this evolution,” he said.
Bhajan and kirtan gatherings are increasingly emerging as spaces for emotional connection and cultural identity, especially for younger audiences looking for a sense of grounding in an otherwise fast paced world. Participants at the event described the gathering as a moment of calm and shared joy, as chants and music brought thousands together in a collective expression of faith.
By aligning with Vrindavan Vibes, Mangaldeep is positioning itself not just as an incense brand, but as a facilitator of shared spiritual experiences, extending its presence from homes and temples to large scale community led devotional platforms.
