Tour operator turns spotlight on mentor mechanics in campaign from Milestone Dentsu

Indian motorcycle tour operator Rock N Roll riders turned the focus on its mentor mechanics in a different take on Teachers’ Day in India.

The campaign, created by Milestone Dentsu, is designed to celebrate teachers who are found outside the classroom, with the spotlight turned on those who provide on-the-job guidance and training.

Founder and lead ride captain of RNR, D Jay, said: “We noticed that most of our mechanics have stories to tell and one of the key life changing events for them, has been meeting their ‘Ustaad’ (mentors).

“There is so much that they have learnt from their first Ustaad that somehow whichever stage the mechanics are in, they feel indebted, just like an IAS officer is indebted to his teachers or professors at school.”

Milestone Dentsu country head Ujjwal Anand added: “The campaign brings out the right emotion and urges people to think beyond the ordinary. We all have learnt a lot from different kinds of teachers. And while we always thank the classroom teacher, we often forget the most important teachers, our ‘Life Teachers’, and it’s about time that we start doing so.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing