Birla Tyres wanted reach out to tier 2 and 3 cities to convey to its users and influencers the prime USPs. We found out that our target group of truck drivers, fleet owners, and mechanics are worried about the health of their truck's tyre. The strategic direction gave birth to Birla Trye - Zero Chinta Campaign We narrowed down on two key touch points for the campaign, viz: Transport Nagars (Hubs) and Dhabas (food joints). Looking at the markets and the target group, the Zero Chinta consumer activation was taken on a float platform. To attract and engage the target group we used 10 feet high inflate of Birla Tyre, mega phones, Nukkad Natak (Street Play) and brand games. The Zero Chinta Campaign was carried out in 31 cities in 8 States. The Campaign reached out to more than 50,000 target consumers creating high visibility for the brand at key touch points.