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CEAT gets monsoon-smart, unveils campaign for its ‘superior grip’ tyres

06-June-2013
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CEAT gets monsoon-smart, unveils campaign for its ‘superior grip’ tyres

Jaywalkers and traffic violators are a common sight on Indian roads. Highlighting the perils of Indian roads, CEAT Tyres has come up with a gripping campaign, which showcases that the streets are filled with idiots, which is why CEAT Tyres are designed for superior grip on the road. The brand has unveiled a new campaign promoting its ‘All Season Tyres’, especially designed for the monsoons.

The idea of coming up with the communication specific to wet conditions came from the fact that a rider needs superior grip during the rains because of unforeseen situations.

Conceptualised by Ogilvy & Mather, this is the first time that CEAT has a film showing the rainy season, giving customers an additional assurance that they are safe on Indian roads even in wet conditions. The film opens with the shot of a two wheeler rider losing control and a passers-by commenting on him. A super then appears with Ceat ‘All Season Tyres’, which shows that the bike can go through any situation on the roads such as children crossing the road or playing football, etc. The film ends with a voice over saying, ‘Monsoon shouldn’t change how you look at roads. Be monsoon-smart. Get Ceat Tyres for a superior wet grip’.

Prabhakar Tiwari, GM – Marketing, CEAT said, “We have focussed on superior grip, which is a major product benefit to the customer and therefore, offers safety as a key consumer benefit.”

He added that the communication is not limited only to a TVC. CEAT is also launching a first-of-its-kind property called, ‘CEAT Monsoon Smart’ that will reach out to bikers across the country to create awareness of safety during the monsoon. This outreach will happen via on-ground activation such as a tyre check-up camp, a demo tool to showcase the wet grip tyre and its benefits, and dealer level activation. The idea will also be extended to the digital medium.

Anup Chitnis, ECD, Ogilvy Mumbai said, “This is a new offering from CEAT and we, therefore, wanted to enhance what actually happens in rainy seasons, where the biker needs a good grip on the road. It’s slippery and bikes try to avoid pot holes; so, we thought it would be beautiful to show what the biker actually goes through and what he faces. Hence, we came up with a script that shows the point of view of the biker in real conditions.”

Is the campaign gripping?
Creative experts believe that the campaign has the perfect timing and the ad is gripping. However, they believe that the campaign lacks any interesting twist.

Ravi Raghavendra, Executive Creative Director, Havas Worldwide India said, “What I like about this ad is that it's a good example of how you can intelligently use tactical opportunities for building a brand. The road grip idea that Ceat has stood for is nicely extended here. The timing of this ad is perfect. Slippery roads during monsoon are a nightmare for motorists. The number of accidents does go up, I would presume. So it is a compelling piece of communication.”

“The ad itself, please forgive the pun, is quite gripping. It does catch the viewer's attention. It also somewhere reassures the viewer that he can still handle the road during monsoons if his tyres are good. My only concern is that I just hope it doesn’t instill false bravado,” he added.

Naresh Gupta, Managing Partner, Bang in the Middle said, “Monsoon is a good reason to change the tyres, especially if you are a two wheeler rider. This is well known and this is what the commercial says. It is simple and direct with no drama. There is no interesting twist. Maybe that’s what the TVC lacks – something to make the conventional watchable. The last campaign of CEAT was terrific and had a great insight. I would have preferred to see a play of that insight here.”

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