New Initiative from Eicher Trucks & Buses Goes Beyond Business

Marketing | August 16, 2018 | News

Eicher

Eicher has always championed new thinking and inventiveness with new benchmarks in the commercial vehicle industry and the new philosophy #EicherNayiSoch is aimed at building a strong emotional connect and strengthening Eicher’s image as a premium and modern brand in the commercial vehicle industry. Through the platform, the brand aims to showcase a new philosophy, and inspire all stakeholders to embrace this progressive outlook. Eicher would like to recognise all the partners and stakeholders who have taken the industry towards a forward-looking path.

In keeping with the brand promise of ‘Partnering Prosperity’ and developing a strong connection with the next generation of fleet owners and stakeholders, Eicher Trucks & Buses has conceptualised #EicherNayiSoch 360 degree brand initiative. It is a comprehensive and collaborative multi-stakeholder initiative to highlight select people and situations that are driven by ‘progressive thinking’ and connect with the power of ‘nayi soch’. 

With this brand new initiative, Eicher plans to commemorate the real heroes of the Indian growth story, who think differently and have brought a societal change and empowered lives with their ‘Soch’. The intent is to question the norm and relook the traditional practices in a fast evolving business environment. In the multi-phased execution plan, Eicher plans to reach out to: Fleet Operators by felicitating people who make a difference for the community through their ‘nayi soch’; the Driver Community through Entertainment (Music, Videos & Humour), Edutainment (Driving Tips. Road Safety etc) and Eicher Branded information; Mechanics by inculcating ‘nayi soch’ through a Competency Development Program, linked to the existing ‘ProXcellence’ Academy and other short-term training programs. Also, the company will undertake training of salespeople with the arsenal of this ideology, which they can utilise to get the customer to connect with the philosophy. 

The new philosophy #EicherNayiSoch is aimed at building a strong emotional connect and strengthening Eicher’s image as a premium and modern brand in the commercial vehicle industry.

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