Tata Motors – Photo Ok Please

How to build a meaningful community of brand ambassadors.


India faces an acute shortage of qualified truck drivers. Tata Motors wanted to inspire potential entrants by changing the perception of the profession by showing truckers in a new light.


‘Photo OK Please’ – India’s first photography contest, exclusively for truckers. The key insight for this idea was that every day, truck drivers are privileged to witness a beautiful India – places, people and cultures that most people never get to experience. We gathered that many truckers loved taking pictures of their travels and shared them regularly with family and friends via WhatsApp.

Rage helped Tata Motors build a community platform for truckers, on WhatsApp. Drivers could self-register via an easy link, submit travel photos clicked by them and get their queries resolved.

Every day, Tata drivers would send in queries and photos. Updates about winners, referral programs, photography tips along with messages of encouragement were shared with them. Voice messages were used for drivers who couldn’t read and explanatory gifs that were led by visuals rather than copy were shared.


5,000 drivers sent over 23,000 pictures from all across the country.

200,000 messages shared with truckers on WhatsApp.

The photos were shared across an audience of 4 million people on social media. Over 120 winners were declared, resulting in a very active and enthusiastic Photo OK Please community.

But the greatest result was the goodwill generated among the community of Tata Truckers and positive mentions across social media about truckers and their talent.