From the bustling Sanjay Gandhi Transport Nagar in Delhi to the heart of Gwalior, the Happiness Truck 6.0 was more than a road show – it was a 35-day celebration of the unsung heroes of India’s highways.
Covering 21 cities in just over a month, this decked-up truck rolled across the northern and western belt of the country, turning heads, opening hearts, and reigniting pride among thousands of mechanics, drivers, garage technicians, and workshop influencers.
The initiative, steered by Motorindia, continued its legacy of building bridges between the commercial vehicle ecosystem and the grassroots community that keeps India moving.
Valvoline – More Than Just Lubricants, A Trusted Partner
At the core of the campaign stood Valvoline, the title sponsor of Happiness Truck 6.0. For years, Valvoline has been a household name among commercial vehicle users. But this campaign allowed them to break out of product shelves and directly engage with end users; the people who swear by the performance of an engine oil after a long-haul journey, dusty terrain, or punishing summer heat.
The brand’s representatives joined the journey at several pit stops, hosting on-ground demos, quiz games, and quick tech sessions that helped mechanics and drivers understand the advantages of using Valvoline’s range of lubricants across light, medium, and heavy-duty trucks.
Wherever the truck stopped, Valvoline’s message was clear; “We are with you on the road, and under the hood.”
Tata Green Batteries – Sparking Conversations, Powering Trust
Battery replacement is often a reactive decision for most truckers and workshops. Tata Green Batteries, however, used the Happiness Truck as a platform to create awareness proactively; about preventive battery maintenance, signs of wear, and the long-term value of reliable power storage.
Their presence across cities helped connect with fleet operators and mechanics who value reliable battery performance in tough Indian conditions. The brand showcased its latest range designed for commercial vehicles, emphasising long life and zero-maintenance features.
Utsav Banerjee, Head – Marketing, Tata Green Batteries, noted:
“For us, the Happiness Truck was not just a campaign; it was a bridge to the people who depend on our batteries every single day. Interacting with drivers and technicians firsthand gave us raw, real feedback and strengthened our resolve to innovate products that truly serve their needs.”
With interactive sessions and giveaways, the Tata Green team connected with over a thousand stakeholders, busting myths and encouraging smarter battery choices. For many mechanics, these were very insightful technical conversations they had with a battery brand.
In cities like Dhanbad and Kolhapur, local Tata Green partners joined the show, offering spot-checks and product demonstrations. The truck became a trusted bridge between dealers and end-users. Their active engagement at each city stop reinforced Tata Green Batteries’ dedication to powering India’s transport backbone reliably and sustainably.
WIX Filters – Educating Mechanics on What Goes Unseen
Filters are often overlooked. But thanks to WIX Filters, this year’s campaign highlighted the role of good filtration in overall engine life. Through simple displays and engaging storytelling, WIX created visual and tactile moments where garage technicians could physically feel the difference between clogged and clean filters, understand the science behind them, and most importantly; recognise the value of periodic filter replacement.
WIX’s team also introduced mechanics to their newest filter solutions suited for India’s dust-heavy conditions, helping them not only understand specs but also confidently recommend and install them.
Their booth saw active engagement from drivers and mechanics alike, especially for their spin-on filters and air filter elements, which are known for their long service life and efficient dust separation.
Sachin Gupta, Director–Automotive Aftermarket, MANN+HUMMEL India, shared:
“Being a part of the Happiness Truck campaign allowed us to directly connect with the core users of our products – the drivers and mechanics who keep the wheels of the nation turning. Their insights were invaluable, and their appreciation for WIX’s product reliability reaffirmed our belief in building ground-up trust and support.”
By participating across multiple cities, WIX Filters not only showcased its wide aftermarket range but also reinforced the brand’s long-term commitment to serving India’s trucking community. In places like Vijayawada, the WIX kiosks saw huge footfalls; proving that education and engagement can go hand-in-hand. In fact, the event at Vijayawada saw one of the largest turnouts, thanks to the excellent support and participation from the city’s Automobile Technicians Association.
OSRAM – Lighting Up the Road, and Smiles
What is a journey without the right light? OSRAM, with its range of advanced lighting solutions for trucks, added a sparkle to the campaign; quite literally.
From explaining the benefits of LED lights over halogen to showcasing products that improve visibility during fog or long night drives, OSRAM’s participation turned into a safety advocacy campaign. Local mechanics and drivers shared stories of near misses and how poor lighting had endangered lives. OSRAM took this opportunity to offer not just upgrades but peace of mind.
At every city stop, Osram’s vibrant canopy drew in drivers and mechanics who were eager to explore their lighting solutions. “We used this opportunity to highlight our high-performance headlamps and energy-efficient bulbs while educating visitors on how quality lighting ensures road safety; especially on long-haul routes,” shared Vikas Bhandari, National Marketing Manager, Osram.
While many truckers had a touch & feel experience of the products and learnt a lot about the lighting leader’s different offerings, mechanics took back brochures and samples for their workshops. The response was overwhelming, with many mechanics and drivers sharing feedback and stories from their on-road experiences. “What stood out for us was the warmth and enthusiasm we received in each city. It wasn’t just about branding, it was about listening, learning, and building trust. This campaign truly illuminated lives,” Bhandari added.
With every interaction, Osram strengthened its commitment to supporting the backbone of India’s logistics with lighting solutions that make roads safer and brighter.
Not Just Events: Memories and Recognition
Each city on the route; from Delhi to Lucknow, Kolkata to Rajamundry via Cuttak, Vijaywada to Chennai, Chennai to Pune, Pune to Indore, Bhopal to Gwalior, and, witnessed unique celebrations. The decked-up truck, with its colourful vinyl wrap and photo walls, was a magnet for selfies, group photos, and endless curiosity.
What made the campaign deeply rooted was the involvement of local transport associations. From secretaries and treasurers to presidents, key figures from the transport fraternity joined hands to felicitate garage owners and technicians. Their presence lent weight to the message — that the mechanic is no less important than the machine.
In each city, a few veteran mechanics were honoured for their years of service. Smiles broke out when cakes were cut, games played, and music blared through the air.
Making an Impact Where It Matters
Unlike one-off conferences or trade shows, the power of Happiness Truck lies in its on-the-ground intimacy. No need for mechanics to leave their workshop. The campaign comes to them, to their city, their bylanes, their comfort zone. This grassroots approach helps brands break the ice faster, deliver technical insights in the local language, and plant seeds of loyalty and recall that traditional marketing often struggles to achieve.
With enthusiastic participation from mechanics and drivers in every city, Happiness Truck 6.0 went beyond the road; it became a journey of conversations, memories, and meaningful connections.
A Journey That Doesn’t End at Gwalior
While the finale in Gwalior marked the end of the physical journey, the conversations it started will continue in workshops, garages, transport nagars, and roadside tea stalls for months to come. Valvoline, Tata Green, WIX, and OSRAM didn’t just participate; they showed up where it mattered, with humility, passion, and respect.
As the truck heads back home, it carries more than branding material; it carries thousands of stories, folded up in hearts and handshakes.
Because the real engine of India’s commercial vehicle industry isn’t just the trucks. It’s the people who fix them, drive them, and never stop moving forward.
