Product / ServiceRALCO TYRES
CategoryA03. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation BBDO INDIA Mumbai, INDIA
Production CODE RED FILMS Mumbai, INDIA
Additional Company RALSON (INDIA) LIMITED Mumbai, INDIA


Name Company Position
Josy Paul BBDO India Pvt. Ltd creative
Hemant Shringy BBDO India Pvt. Ltd Creative
Yash Modi BBDO India Pvt. Ltd Creative
Harshil Shah BBDO India Pvt. Ltd Creative
Gajraj Rao Code Red Films Direction

Write a short summary of what happens in the film

#PressureMakesBetter: The film opens on a heated, high-pressure, one-way conversation at a wedding where all senior members of the family have cornered the unrevealed protagonist to pressurise him into getting married. The situation speaks to every viewer who has either gone through this or is going through this when he or she encounters extended members of his or her family. It is only in the end, when the camera finally focuses on the person sitting in the ‘hot seat’ that viewers realize there is a Tyre that is being subjected to this torture test. Despite the pressure, the tyre is calm, composed. The film demonstrates the pressure taking ability of the tyre while taking the viewer off road and catching one off guard. It ends with a life truth that only those who can perform under pressure become tougher and better, like Ralco tyres.

Cultural / Context information for the jury

With a population of over 1.3 billion people, we are a nation that has learnt to grow under pressure! Demand overtrips supply as a result we have more people, less jobs. There is pressure to keep a job, there is pressure to manage with a paycheque that doesn’t do justice to our aspirations and ultimately there is pressure to posture richness. The social and cultural pressures are part of everyday life, unlike other cultures we don’t fight pressure, we have learnt to be resilient and those who can be resilient under any pressure are seen as go-getters and super achievers!