Recognising and empowering the crucial role mechanics play in the automotive ecosystem

SKF India, a leading provider of automotive solutions, is embarking on a groundbreaking initiative to support and honour commercial vehicle mechanics across the nation. Through the extensive campaign, SKF India aims to highlight the critical role these mechanics play in the automotive industry, driving home the message of empowerment, education, and appreciation.

Empowering mechanics with the "Install Confidence, Install SKF" campaign

SKF India launched its ambitious truck activation campaign, "Install Confidence, Install SKF," designed to engage commercial vehicle mechanics across more than 50 cities in 18 states. This nationwide initiative aims to reach approximately 5,000 mechanics over the coming months, offering them the knowledge and tools necessary to excel in their profession while promoting sustainability within the automotive sector.

The campaign's cornerstone is a uniquely designed truck that serves as a mobile hub for knowledge exchange and skill enhancement. Inside this truck, mechanics are introduced to SKF’s wide range of products specifically designed for commercial vehicles (CVs). The truck also serves as a platform to educate mechanics about the SKF Mechanic Partnership Program, which not only offers exciting rewards but also fosters a deeper connection between SKF and the mechanics community.

One of the most innovative features of this campaign is the immersive VR (Virtual Reality) experience provided within the truck. Mechanics are transported into a virtual environment where they can explore SKF's product offerings and their applications in a highly interactive and engaging manner. This cutting-edge approach not only enhances their understanding but also provides a glimpse into the future of automotive repair and maintenance.

"At SKF, we acknowledge our responsibility to the industries we serve, the society we’re a part of, and the planet we inhabit. The SKF Truck Activation Campaign represents a significant step towards bridging the gap between manufacturers and mechanics, fostering collaboration, and driving positive change within the automotive aftermarket industry. Through these initiatives, we aspire not only to empower mechanics but also to propel our collective journey towards a circular society," said Alagesan Thasari, Director of SKF Automotive India & Southeast Asia.

"Heroes of the Road": A musical tribute to mechanics

Complementing the truck activation campaign, SKF India has released a heartfelt song titled "Heroes of the Road" on April 16, 2024. This song is a tribute to the often-overlooked mechanics who are the backbone of the automotive industry. Through this musical homage, SKF India aims to shine a spotlight on their invaluable contributions, recognising the long hours, complex repairs, and unwavering dedication they bring to their work.

"Heroes of the Road" is available in multiple languages, including Hindi, Bengali, Punjabi, Telugu, Kannada, Gujarati, Tamil and Malayalam, ensuring it resonates with mechanics from different regions of India. The song not only serves as an appreciation but also as a rallying call for automotive distributors (ADs), retailers, and mechanics to join in celebrating these unsung heroes.

Commenting on the initiative, Thasari said, "With 'Heroes of the Road,' SKF India reaffirms its commitment to the automotive industry and the dedicated mechanics who keep it running smoothly. This song is our way of honouring their tireless dedication and unwavering commitment to excellence."

SKF India's dual approach — combining a robust educational campaign with an emotive musical tribute — underscores their holistic commitment to the mechanics community. By empowering mechanics with knowledge and skills while also recognising their hard work and dedication, SKF India is setting a new benchmark in the automotive industry.

Looking ahead

As SKF India continues to roll out the "Install Confidence, Install SKF" campaign and promote "Heroes of the Road," the impact on the mechanics community is expected to be profound. These initiatives not only enhance the professional capabilities of mechanics but also foster a sense of pride and appreciation for their essential role in keeping the wheels of the automotive industry turning. Through innovative solutions and heartfelt recognition, SKF India is driving a positive change, championing the cause of mechanics, and reinforcing their indispensable contribution to a sustainable and efficient automotive future.