Photo ‘OK' please

To encourage and instill pride, Tata Motors conducted a year-long photo contest for its truck drivers.

- Bhushan Mhapralkar

The high decibel Tata Prima T1 Truck Racing Championship under the aegis of FIA may have gone into hibernation, the cause of truck drivers remains high on the agenda at Tata Motors. The CV major held a photo contest called ‘Photo OK please’ during the 2019 financial year. The inaugural edition of the contest saw the participation of Tata dealers and various other company interfaces in an effort to reach out to the trucking community. To encourage digital engagement with the truck drivers, Tata Motors ran the photography campaign such that 5500 drivers registered. More than 13000 photo entries were received across 21 cities. Ferrying cargo across the vast country, the drivers of Tata trucks were tutored to explore their role as wanderers. They were also encouraged to capture the unseen and the unheard expanses of the country by taking an opportunity to share them and their experience with the rest of the world. The ‘Photo OK please’ contest saw entries swell to 23,000 pictures by the time it came to a close.