Indiaâs 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, âMRF ZLX tyres are engineered to deliver a comfortable drive, on Indian roads. This new campaign is meant to consolidate the proposition of âComfort Made More Comfortableâ
Arun Iyer, Chairman & CCO, Lowe Lintas said, âItâs 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.â
The campaign is live across TV, Print, Outdoor and Online media.
Koshy K Varghese, Executive Vice-President
Lowe Lintas, Bengaluru
Arun Iyer (Chairman & CCO), Shiv Parameswaran (Executive Creative Director), Arjun Kumar (Unit Creative Director) and Chiraag George (Creative)
Hari Krishnan (President), Anand Narayan (Senior Vice President), NJ Ramesh (Associate Vice President) and Debapratim Moulik (Brand Services Director)
Kunal Joshi (Executive Director)
In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.
Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer
Tim Castree is all praises for his team in India and trusts it to be a result of âan excellent execution of agencyâs global strategyâ headed by Kartik Sharma
Siddharth Dabhade says Criteoâs technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits
Guest Column: Co-founder & Strategy Director at Reptile FX dissects the endless possibilities of how an explainer video can meet various communication objectives
âDo What Moves Youâ campaign aims to shine a spotlight on the brandâs belief in the power of self-expression