Lowe Lintas produces a zippy campaign for MRF tyres

In this campaign, the brand MRF tyres intends to communicate their proposition of 'comfort made more comfortable'

e4m by exchange4media Staff
Updated: May 19, 2018 8:53 AM

India’s popular tyre manufacturer MRF has launched a new campaign. The campaign promotes MRF ZLX, the latest range of tyres specifically designed for sedans and hatchbacks. From lateral grooves for improved ride comfort, edge-to-edge comfy stabilizer liner and wide tread polymer blend for an improved life, this tyre is specially designed to offer superior grip and optimized cushioned ride.

For a low involvement category like tyres, it is important that the narrative be especially robust and convincing. In this campaign, the brand intends to communicate their proposition of 'comfort made more comfortable'. The film involves a delicate game of Jenga in action in a sedan which is moving over challenging roads through bumps and potholes riding on top of MRF ZLX tyres. This eventually hits home the message that a journey becomes more enjoyable when the ride is more comfortable.

Koshy K Varghese, Executive Vice-President Marketing, MRF Ltd., while sharing his views said, “MRF ZLX tyres are engineered to deliver a comfortable drive, on Indian roads. This new campaign is meant to consolidate the proposition of ‘Comfort Made More Comfortable’

Arun Iyer, Chairman & CCO, Lowe Lintas said, “It’s always a challenging task to come up with a sequel. By using the game Jenga as a visual mnemonic, we have tried to dramatize the benefit of comfort, delivered by MRF ZLX. The contrast between the road conditions and the game that goes on unaffected inside is punctuated by music that heightens the tension.”

The campaign is live across TV, Print, Outdoor and Online media.

Client Credits:
Koshy K Varghese, Executive Vice-President

Agency Credits:
Lowe Lintas, Bengaluru

Arun Iyer (Chairman & CCO), Shiv Parameswaran (Executive Creative Director), Arjun Kumar (Unit Creative Director) and Chiraag George (Creative)

Account Management:
Hari Krishnan (President), Anand Narayan (Senior Vice President), NJ Ramesh (Associate Vice President) and Debapratim Moulik (Brand Services Director)

Kunal Joshi (Executive Director)

Production House:

Siddharth Sengupta

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