‘Ceat Happy Roads’ aims to make roads happy again

By A Correspondent

Ceat Limited, a leading tyre manufacturer with the support of Mumbai Metropolitan Region Development Authority (MMRDA), has undertaken an eco-friendly initiative called ‘Ceat Happy Roads’ to repair potholes in Mumbai city by recycling old and worn-out tyres.

Said Anurag Agnihotri – Executive Creative Director, Ogilvy Mumbai: “Here’s an idea that paves the way for a happier future. What better way to fix potholes than with the very object that knows them inside out: tyres. It is eco-conscious, customer engaging and creatively led.”

The entire process and the ‘Ceat Happy Roads’ initiative of making Mumbai roads pothole-safe is captured in a video documentary.