The village of Tabo on the India-Tibet border was burdened with plastic trash, left behind by visiting tourists over the years. With its miniscule population of just over 500 people, locals in the village were powerless against the growing problem of plastic pollution, spread across hundreds of square kilometres, until Jeep decided to step in with its community and help them.

The brief for the activity was simple - give prospective owners an authentic taste of Jeep capability with a test drive they will remember.

Amongst our objectives were the goal of giving interested customers the kind of test drive they wouldn't get anywhere else while also earning goodwill for the brand through an act worth sharing, and which would also get amplified through multiple channels organically.

In collaboration with the NGO Healing Himalayas, and featuring hundreds of volunteers and prospective Jeep owners, we mobilised a team of adventurers who travelled across the Himalayan region to clean up vital points along their journey. With 1500 KG of trash cleared and thousands of square kilometres covered, this activity by Jeep was noticed and appreciated by auto enthusiasts and the public at large, for benefitting the country with a clean-up drive while giving test-drives to prospective owners too, on the terrains that a Jeep SUV is made for.

The target audience for the activity were those interested in buying an SUV as their next vehicle.

Audience: 25-60 years, Male or Female, SEC A and above

Updates from the activity were shared regularly on our social media channels, following which, a number of automotive magazines and news outlets also jumped on board to highlight the benevolent nature of our mission, while also showcasing the capability of Jeep SUVs in the terrains they were meant for.

The activity was executed in collaboration with Healing Himalayas, an NGO which works towards protecting the Himalayas and its fragile ecosystems. Over the months of September and October 2021, we made our way to the village of Tabo with hundreds of volunteers, to help clean up the region which is also the birthplace of some of India's most significant rivers.

Following the success of the project, we have now decided to expand it to over 12 locations across the country, for Jeep enthusiasts and owners to participate in and engage with. The activity was much appreciated by the Jeep community and automotive publications alike, with the video showcase having been viewed over a million times on Youtube.