Campaign Head Avijit Lahiri | Words Rajesh Rajgor | Photography Rajiv Bhendwal
On April 2, 2025, the Happiness Truck 6.0 campaign – supported by Valvoline (Title Partner), Tata Green Batteries (Battery Partner), WIX and MANN Filters (Filtration Partner), OSRAM (Lighting Partner) – flagged off from Sanjay Gandhi Transport Nagar in Delhi amidst vibrant dhol beats, setting in motion a powerful 35-day journey that would span over 21 cities across India. More than just a truck, it was a rolling celebration of the commercial vehicle ecosystem – a carefully planned campaign organized & executed by MOTORINDIA magazine – to connect with the heart of the industry: the drivers, mechanics, fleet operators, retailers, and workshop technicians who keep India’s transport sector moving. MOTORINDIA had a team of over 15 members led by Avijit Lahiri, Head – Events & Strategic Marketing, on ground from start to finish to ensure the smooth unfolding of the campaign.
From the very beginning, the vision of Happiness Truck 6.0 was clear – to bridge the gap between product excellence and user awareness, to initiate meaningful dialogue with the influencers on the ground, and to celebrate the unsung heroes of Indian logistics. With a decked-up truck that caught eyes and sparked curiosity in every city it visited, the campaign ensured that education met entertainment, and engagement met emotion.
Valvoline – Title Sponsor Driving Performance and Trust
At the forefront of the journey was Valvoline, the title sponsor of Happiness Truck 6.0. A trusted name in engine oils and lubricants, Valvoline brought to the campaign a legacy of innovation and a sharp focus on performance and reliability. In every city, Valvoline’s team engaged mechanics and drivers with insightful demos, showcasing the benefits of advanced engine oils in reducing wear, enhancing efficiency, and prolonging engine life.
Mechanics across locations resonated with Valvoline’s message – they asked questions, shared stories, and gained actionable insights on improving mileage and tackling real-world engine issues. The on-ground teams created a dialogue that went beyond sales, focusing instead on building awareness around preventive care and performance optimization.
Tata Green Batteries – Powering Reliable Starts
Joining Valvoline as a key partner was Tata Green Batteries, whose presence in the campaign brought attention to one of the most common pain points for transporters and drivers: battery failure. Through hands-on discussions and real-life problem solving, the Tata Green team explained the importance of reliable cold starts, battery longevity, and performance in extreme weather – especially during the blistering Indian summer.
Fleet operators and workshop owners appreciated the detailed explanations about maintenance schedules, signs of battery fatigue, and why choosing the right battery makes a tangible difference in uptime and productivity.
WIX and MANN Filters – Filters That Talk Preventive Care
Next in the lineup were WIX and MANN Filters, who played a crucial educational role in the campaign. As most truck maintenance is reactive in nature, the brand took a different approach – emphasizing preventive care. By highlighting the long-term benefits of efficient air, oil, and fuel filtration systems, the teams demonstrated how regular filter changes reduce engine stress and improve overall vehicle health.
Mechanics, particularly those in smaller towns, appreciated this information as it added a new layer of understanding to their service offerings. For many, this was the first time a brand walked into their locality and explained, in their own language, the science behind better truck maintenance.
OSRAM – Lighting the Way, Literally
OSRAM, as the lighting partner, provided a bright dimension to the journey. From the bustling roads of Dhanbad to the dusty terrains of Kolhapur, visibility and road safety remained a top concern among drivers. OSRAM’s demo on halogen headlamp upgrades, German technology-backed lighting systems, and energy-efficient solutions sparked curiosity and admiration.
Their approachable team answered queries about lighting options for long-haul drives, quick fixes for poor visibility, and how small upgrades could make big differences in night driving safety.
Going Local – Engaging Where It Matters
One of the unique strengths of Happiness Truck 6.0 was its on-ground strategy – reaching the very locations where mechanics and drivers work every day. Be it a corner garage in Rajamahendravaram or a highway pitstop near Hubli, the campaign set up in real-world locations rather than posh venues, ensuring ease of access and familiarity for the participants.
This hyper-local approach helped break the ice – people opened up, participated in Q&A sessions, played trivia games, won goodies, and left the event with smiles and solutions. In many cities, mechanics came in groups, bringing peers from nearby garages to learn and engage. Workshop heads and senior technicians became ambassadors for their communities, vouching for the product demonstrations and encouraging younger mechanics to upskill.
Acknowledging the Influencers on Ground
Another highlight of the journey was the recognition and facilitation of key stakeholders in every city. Presidents, Secretaries, and Treasurers from local mechanic associations, driver unions, and fleet bodies were invited, honored, and brought into the spotlight. Their active involvement not only gave the events credibility but also sent a strong message – that industry bodies and brands can work together to uplift those who keep the wheels turning.
Their presence added weight to discussions on uptime, service delays, quality products, and customer satisfaction. It wasn’t just about brand marketing; it was about knowledge sharing, two-way engagement, and genuine partnership. The local representatives of all the partner brands actively participated in the on-ground engagements and interactions, putting their respective products & solutions in the spotlight and creating widespread awareness and education among the audience.
More Than a Campaign – A Celebration
But beyond the brand demos and tech talks, Happiness Truck 6.0 was also about fun and celebration. From dhol beats in Delhi to a spontaneous dance-off in Indore, and from quirky games in Pune to cake-cutting ceremonies in Gwalior, every stop had its own flavor. The truck wasn’t just a platform for products – it was a celebration on wheels.
The Grand Finale – Gwalior
The journey culminated on May 8 in Gwalior with the flag-down ceremony – not an end, but a reflection point. After 21 cities and countless interactions, the campaign had left a footprint not just on roads, but in relationships.
Valvoline, Tata Green Batteries, WIX and MANN Filters, and OSRAM together created a living, moving platform that brought education, excitement, and empathy to India’s trucking ecosystem. With 35 days of travel, face-to-face interactions, and tangible impact, Happiness Truck 6.0 proved that the best conversations still happen on the ground.
As the curtain came down in Gwalior, what stayed back were the memories, the learning, and a renewed respect for those who move India forward.
Stay tuned for more interesting updates from the one-of-its-kind campaign in our next edition.
