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
Brands
Magellanic Cloud names Syed Ameeruddin CEO of e-surveillance arm
Keeping a sharper eye on the future, Magellanic Cloud is putting a seasoned watcher in charge.
MUMBAI – Magellanic Cloud Ltd. has elevated Syed Ameeruddin as Chief Executive Officer of its e-surveillance business, bringing its iVIS and Provigil operations under a unified leadership to accelerate growth in intelligent monitoring and infrastructure solutions.
Ameeruddin, a nearly two-decade veteran of the company, steps into the role after leading the e-surveillance vertical. His career trajectory—from Business Development Manager to the top of the vertical—reflects a steady climb built on operational depth, client engagement, and strategic execution across multiple subsidiaries.
Over the years, he has played a central role in expanding the company’s footprint, strengthening client relationships, and streamlining operations. He has also been instrumental in integrating acquisitions, helping align new businesses with Magellanic Cloud’s long-term strategy while stabilising performance across diverse domains.
More recently, Ameeruddin has contributed to securing key mandates spanning railways, the National Highways Authority of India, and the BFSI sector—wins that have bolstered the company’s order book and deepened its presence in critical infrastructure.
Commenting on the move, Joseph Sudheer Thumma said Ameeruddin’s leadership has been “pivotal in shaping the e-surveillance business,” citing his ability to drive growth, build teams, and deliver strategic wins as key to the company’s journey. His elevation, Thumma added, is expected to further accelerate expansion in AI-driven surveillance and infrastructure solutions.
The transition comes as demand surges for AI-enabled monitoring, centralised command systems, and large-scale deployments across mission-critical environments. Magellanic Cloud’s e-surveillance segment—anchored by iVIS and Provigil—has emerged as a significant growth engine, delivering projects across banking, transport, highways, and public infrastructure.
In his new role, Ameeruddin will focus on scaling platform capabilities, expanding deployments in complex environments, and developing integrated solutions that enhance real-time intelligence and operational resilience. He will continue to serve as Chief Operating Officer of the company alongside his new responsibilities.
With this leadership shift, Magellanic Cloud is doubling down on its ambition to stay ahead in India’s rapidly evolving surveillance ecosystem—where seeing, increasingly, is not just believing, but predicting.
