CAA Roadside Assistance 2018 Winter Campaign

When your car stops moving, CAA goes the extra mile.


To promote CAA’s Roadside Assistance program amongst South Central Ontario’s South Asian community.


South Asians tend to be a little superstitious. With this understanding, our creative featured ‘Nimbu – Mirchi’ – lemons & chillies hung on a string. Nimbu – Mirchi is said to ward-off evil. But just in-case your car ever broke down, CAA would be there to help. Hence, the positioning, ‘Winter’s a charm with CAA’.


  • Client:


  • Year:


  • Studio:

    Think Brown Media

  • Creatives:

    Direct Mail, Mall Activation, Digital Banner, Radio Commercial

Key Visual

Direct Mail

Booth Design

T-shirt Design

Digital Banners

Radio Commercial