Marketing lessons from Indian truck drivers

Time of India

12-05-2025

HighlightsCommercial vehicle Owners-Drivers prioritize apps that offer tangible utility and cost-effectiveness, such as ticketing and booking apps like Indian Railway Catering and Tourism Corporation Rail Connect and fintech apps like Navi and Slice. The app Dream11 illustrates how the combination of sports interest and the potential for monetary winnings resonates with a demographic seeking social outlets and engagement amid economic constraints. As India approaches 1 billion internet users by 2027, the growth is predominantly mobile-driven, with over 83% of users accessing the internet via mobile devices.
By Sidheshwar Sharma
'A mark of lifelong learners is recognizing that they can learn something from everyone they meet.' ― Adam Grant, Think Again: The Power of Knowing What You Don't Know
At recent focus groups of commercial vehicle Owners-Drivers, I found compelling evidence about the apps they use. Happily sharing phone screens, these customers revealed nuanced behavior patterns and preferences that usually get buried under homogenous
quantitative data
from any media agency, Google, or Meta, which is directionally right. But the fact is, it lacks an all-so-critical layer, which is important to drive actionability.
In this AI age of hyper personalization and muchness, we have to seek and embrace ideas that make us think hard instead of data that makes us feel good about what we already know. Therefore, this means digging through and finding connection to a purposeful layering of messages and apt mediums.
The easiest place to start? Mobile phones and apps. As India crosses 1 billion internet users by 2027, this growth is overwhelmingly mobile-driven, with over 83% users accessing the internet via mobile. Already, on average, 20 GB data a month is consumed in a month. Crucially, though not surprisingly, this growth is powered by Tier 2 and Tier 3 cities, along with rural areas. We are also second in the world in the number of app downloads. Top 5 Reach media being Internet, TV, OTT, OLV and OOH. Whilst for Affinity are Cinema, Social Media, Mobile Banking, OTT and OLV with up to 3 hours spent on their smartphone.
So over and above the usual suspects of globally popular social, streaming and communication apps, what apps are Owners-Drivers of
Cargo Commercial Vehicles
using?
Here I place them in three categories: Based on discernment and the opportunities they offer.
1. Ticketing and booking apps:
IRCTC
Rail Connect, WhereIsMyTrain, MeeTicket and not MakeMyTrip,
GoIbibo, Cleartip
Core functionality and utility directly related to travel needs supersede comprehensive-but-complex travel options. So, the preference is for booking specific train/bus tickets and tracking live status reliably without the clutter of broader travel features or potential aggregator fees. Not only about the best deal, but the need to secure a ticket and get there on time.
2. Photos and videos editor and players: BroChill, Filmigo and SnapSeed and not Canva, Inshot or CapCut
They do not need or want to produce professional content. Their desire is to create engaging video statuses and quickly edit photos for social sharing, often incorporating desi and regional elements. For free of-course.
3.
Fintech apps
: Navi, Slice in addition to PayTM, Phone Pe
UPI has effectively served as the
digital onboarding
ramp for a vast population into the broader fintech ecosystem. But over and above payments, accessible credit and flexible repayment to manage basic needs or operational costs is a big draw, especially to those without traditional credit history. Replacing chit funds and undocumented loans, the anonymity afforded by such fintech apps directly appeals to the 'I don't like to depend on others' and 'I am optimistic about the future' attitude to work.
Exceptions always rule
These Owners-Drivers I met, also 'like to take risks' and believe they should 'seize opportunities when they arise.' Apps that profitably combine these with the top genre of interest, that is, sports, specifically cricket? Do exceedingly well and elicit counterintuitive behaviors: Dream11 being the first case in point.
While Indians overall love 'free,' the potential for quick monetary winnings holds a strong aspirational appeal for a demographic facing economic constraints. They are willing to bet a small amount (an average ticket size of INR60) but end up doing so frequently, leading to substantial-but-justifiable spending owing to the high excitement and engagement. With 12-14 hours of monotonous and fatiguing driving, a social outlet to display their skills, analysis and intuition is what they are betting on.
So what now?
Evidently, marketing must move beyond affluent, urban, English-speaking numbers and behavior to engage the growing India. These small-group app preferences demonstrate a larger and clear prioritization of tangible utility, cost-effectiveness, regional relevance, and the fulfilment of specific needs, whether it is reliable bus/train ticketing and tracking, accessible digital credit, or engaging and culturally resonant content and entertainment.
Therefore, the need for brands and marketers to engage in a deep audience understanding, find them where they are, hyperlocal targeting and genuine value delivery.
Prioritize channels where the target audience is already active and engaged. For example, IRCTC Rail Connect offers significant reach (millions of daily users). Dream11 and BroChill provide a range of targeting options to pick from.
Understanding the specific context, constraints (connectivity, device limitations, economic pressures), and motivations (utility, aspiration, community) of the target demographic is the way forward to connect with India's driving force.
It's for us to continue to create relevance, respond to shifting priorities and changing environments, quickly connecting the dots. After all, if knowledge is still power—and GenAI is changing this by the second—wisdom will come from knowing what you don't know and for that you need to have your feet on the street and meet your audience.
(The author is general manager, brand marketing, CVBU, Tata Motors. Opinions are personal.)