It's not without reason that 8 yrs ago in May 2013 when Indian Roadie was born, the positioning tagline from Day 1 has been 'High On Cognition'.
It's not a fancy phrase. I spoke to at least 20 odd senior marketing professionals spread over 12 - 15 days and all unanimously said that the tagline was apt and crisp.
It's only the 'cognitive powers/ abilities' of the driver and even the co-passengers to a great extent that more often than not is the thin line between 'life' and 'getting maimed' (or worse still, death) ☹️
