Case study · 2023 · IFAD Autos / Ashok Leyland
Ashok Leyland 10,000-unit landmark and Eid campaigns
Two 2023 briefs for IFAD Autos: a Dhamrai plant landmark for 10,000 Ashok Leyland units, and an Eid film built on driver interviews. The event drew about 200 guests including Ashok Leyland India leadership. The Eid campaign reached 3,915,485 people with 850,708 engagements.
Situation
The plant needed a day that felt like the scale of the factory, on a short clock. Separately, a commercial-vehicle brand wanted Eid to belong to drivers rather than to a generic festive montage.
Role
Azizul Hoque Shiplu led both programmes: the landmark as live production plus ATL/BTL/digital, and the Eid campaign as produced interviews. On-ground control for visiting Ashok Leyland India leadership sat with the same desk.
Approach
The landmark integrated historical production data, digital, BTL and ATL, ending in a celebratory event. The Eid line "যাদের ত্যাগে ছড়ায় খুশী" (whose sacrifice spreads happiness) centred on five produced driver interviews, with 118 drivers invited to share posts.
Result
Close to 200 invited guests attended the landmark, including senior management from Ashok Leyland India and IFAD Autos. The Eid campaign reached 3,915,485 people with 850,708 engagements — a return built on genuine driver stories rather than paid media alone.
What this teaches a similar brief
Plant milestones and community films are different jobs. Say which one you need, and the dates. Visiting leadership or directors add a fixer line. See events and film fixer.
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