CEAT ties up with Ogilvy to launch Innovative Banner for Kumbh devotees
Banner ads have been built and strategically placed so that they could be attached together to create dividers; can be turned into cubicles too
Ogilvy and CEAT Tyres have entered into a partnership to launch a banner to help pilgrims at the Kumbh Mela.
Despite being an extremely well-planned event of immense magnitude, the Kumbh mela has been ridden with a plethora of safety issues. The most important being crowd management, getting injured devotees safely to medical centres and women's safety during and after the holy dip.
Staying true to the CEAT philosophy of 'it helps', banner ads have been built and strategically placed so that they could be attached together to create dividers by the Kumbh mela security to direct crowd movement.
These banners could also easily be dismantled and turned into cubicles that provide privacy and safety to women while changing clothes before and after the holy dip in the Ganges. This is CEAT’s own little way of making the Kumbh mela a safer place.
Rohit Dubey, Group Creative Director, Ogilvy West said, “CEAT has constantly pushed the team to come up with ideas that make a difference to people. It's stance on safety allows us to create great engaging content pieces that work. The Kumbh Mela was one such initiative. Branding opportunities abound at Kumbh, but we want to make a difference by doing little things that matter. Through the safety banner, we helped solve safety issues for the old, the ailing, women and the police at large. Seemingly innocuous branding was placed across Kumbh with instructions on how to easily convert it to a stretcher, a changing room and a barricade, should the need arise. The simplicity of the idea led to immediate adoption and there was really no need for the street performers to instruct any more. The banners got utilised sooner than expected. And in its own little way, CEAT lived up to its brand promise - It helps.”
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