The Sikh community holds strong roots in martial tradition. It is one reason why generations of Sikhs pride themselves in demonstrations of physical strength.

When Chevrolet decided to activate at the 2018 Vaisakhi Parade in Surrey, B.C., they wanted to showcase the 2018 Silverado, with best-in-class V8 towing.

For a community that prides itself in their physical prowess, the towing power of the Silverado felt like a perfect fit. So we devised a truck-pull activation that invited attendees of the parade to match their towing power with that of the Silverado. And since Vaisakhi is a wheat harvest festival, for every successful 10-feet pull of the truck, Chevrolet promised to donate 10 lbs of flour to the Gurdwara Sahib Dasmesh Darbar temple.