Ashok Leyland – Boss

We helped Ashok Leyland launch the Boss – first of its kind in the ICV sector, on the Internet space!

Boss introduced itself as a revolutionary Intermediate Commercial Vehicle (ICV) that seamlessly combines the strength and ruggedness of a truck, with the comfort of a car. The challenge was to capture a larger market share as compared to its much bigger players in the market. We played on their most important USP – Comfort! Proditech’s strategy team worked on the concept, wherein we tried to convince the consumers that comfort is not really a luxury, but a tool for productivity. With MS Dhoni as the brand ambassador of the brand, we showcased how BOSS could be a comfort ride for a truck driver. The design team highlighted the vehicle’s parts and features in an innovative style. The website thus became not just a product catalogue for BOSS, but a unique digital experience for the buyer.


Ashok Leyland


Product Microsite