We are extremely bullish about the digital space: Amit Tolani, CEAT

In a chat with exchange4media, Tolani, Vice President, Marketing, CEAT, spoke about his journey with the brand, use of blockchain to measure digital impressions and CEAT's association with World Cup

e4m by Shweta Raaj Singh
Updated: Jun 25, 2019 8:12 AM
Amit Tolani

In an industry first, tyre-maker CEAT has used block chain to measure impressions for an entire digital campaign. They have also adopted a Digital-only strategy for the ICC World Cup 2019.
  
Amit Tolani, who was recently elevated as Vice President, Marketing, CEAT, spoke to exchange4media about his 13-year-old journey with the brand, how the company in a first used Blockchain to measure digital impressions, CEAT’s digital spends and the brand's association with ICC World Cup 2019.

Starting his journey with the brand’s supply chain gave Tolani the opportunity to work under various verticals. “The journey has been incredible. At CEAT, you are given the freedom to explore diverse opportunities and there is no one way of doing things. However, outperformance remains a reality that every employee must keep in mind and push towards.  It empowers one to take chances and not worry too much about failure. The fact that I have spent 13 years with CEAT is a testimony to the above.”

The brand has never shied away with respect to marketing initiatives needed to fuel its growth and expansions. With initiatives like ‘It helps’ and ‘Milaze X3’, the brand has only evolved and carried the message of making mobility safer and smarter. “We have seen excellent results with our current campaigns. Also, we are coming with lots of ground-breaking, industry-first products that have been developed keeping the customer in the centre. For instance, Milaze X3 is for a passenger car and lasts for 1 lakh km. While Gripp X3 provides everlasting grip for motorcycle tyres, Securadrive is for premium sedans that gives you excellent comfort and control on high speed.”
 
Asked about how CEAT has planned to map its presence in the digital world and the spends that have been set aside for marketing, positioning and branding, Tolani said, “Today, you are most likely to be redundant if you are not present on digital. We are extremely bullish about this exciting space and are already allocating chunk of spends across various verticals. We continue to work on digital content through interesting contextual snippets on social media and develop our messaging on safety linking back to our purpose of making mobility safer and smarter.”

Tolani also spoke about how using blockchain helped CEAT. “Customer data, which is the holy grail for all marketers, is today much more easily and economically available via digital interventions. This enables us to drive stronger campaigns and efficiencies. One of the examples that we are proud of is using blockchain to measure digital impressions. This was an industry first and hence helped Ceat track impressions for our entire digital campaign. It’s an exciting phase and the one which is ever evolving. Hence, it will continue to be of strategic importance for marketers.”

Digital-only strategy for World Cup

CEAT has forged an association with ICC World Cup 2019 and has created a successful partnership with Rohit Sharma and Ajinkya Rahane. After a successful year with Vivo IPL, Tolani is hopeful that the ICC World Cup would be an equally successful run for the brand. “This year has been marked by the two big cricketing events - World Cup and IPL. While IPL has been an extremely beneficial partnership for us, we decided to take the digital route for the World Cup. With more than 300 million users logged in during IPL, we are expecting similar kind of user traffic for the World Cup too,” Tolani said.

“Also, with internet users looking for snackable content, we have tied up exclusively for Highlights and Fall of Wickets package. Through this partnership, we intend to reach out to the wider audience base which is always online. This is the first time we have adopted a digital-only strategy for the World Cup.”
 
According to Tolani, with a brand ambassador like Rohit Sharma, who is already the highest run getter in this World Cup, as on today for India, the association with cricketers is extremely beneficial for CEAT. “When cricketers like Rohit and others are associated with us, it helps us to improve our brand visibility. We also drive various engagement programmes with our partners and employees to meet these cricketing greats which is another motivator for all the stakeholders,” he added.

Talking about how different the global market is from the Indian market, Tolani said even in the global context the fundamentals are similar like India. However, each geography presents a different challenge on the basis of CEAT’s readiness to cater to the market, product performance, and channel partner’s acceptance. Also, CEAT follows a regional marketing strategy tailored for the particular geography, he added.

Already present pan India, Ceat will be focusing on various customer-centric marketing initiatives. “Watch out for new products from our stable, which will be designed to meet actual customer needs,” said Tolani before signing off.

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