Bijliride Launches ‘Pehla Kadam’ Campaign to Honour Delivery Partners

Electric mobility solutions provider Bijliride has launched a long-term storytelling initiative titled “Pehla Kadam” to recognise the contributions of India’s delivery partners and gig workers. The campaign highlights the real-life journeys, challenges, and resilience of riders who power the country’s last-mile delivery ecosystem.

The initiative aims to change the perception of delivery partners from mere service providers to individuals whose dedication and hard work drive urban convenience. Through authentic stories, the campaign seeks to build empathy and increase respect for gig workers across society.

“Pehla Kadam” also showcases how reliable and sustainable electric mobility can support livelihoods and create opportunities for economic and social progress. The campaign emphasises the connection between clean transportation and improved earning potential for riders.

Vishal Vikram, Chief Marketing Officer at Bijliride, said the campaign is an effort to recognise the human stories behind every delivery. He added that the company’s vision goes beyond technology and expansion to creating meaningful impact in the lives of riders.

According to the company, the initiative will roll out in multiple phases, featuring video storytelling, community-led activities, and platforms that amplify riders’ voices. Bijliride believes sustainable mobility can help build a cleaner and more inclusive transportation ecosystem.