Ceat launches new TVC for monsoon

12 Jun,2013

By A Correspondent

 

Tyre manufacturer Ceat has launched its new television commercial for the monsoon season, highlighting its all season tyres.

 

Arnab Banerjee, ED, Operations, Ceat, said, “This is the first time that we are trying this technique, which will approximate the real view as seen by a biker on the road. We have a fantastic all-season tyre which is excellent for wet conditions. We know how Indian roads are, there is no road sense and we feel like yelling out. It’s important to keep ourselves and everyone safe on the road during the monsoons, which is why the Ceat all season tyre is great. We never had a wet condition film; this is the first time we are doing such a thing and we are sure it will give our customers an additional assurance that you are safe on Indian roads even in wet conditions.”

 

Prabkahar Tiwari, GM Marketing, Ceat, added, “We have focused on superior grip which is a major product benefit to the customer and therefore offer safety as a key consumer benefit.”

 

Anup Chitnis, ECG O&M, said, “This is a new offering from Ceat and we therefore wanted to enhance what actually happens in rainy seasons, where the biker needs very good grip on the road, because its slippery, and people are trying to avoid a pothole, 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 the real conditions.”

 

Prabhakar Tiwari also said that the communication is not only limited to a TVC but this time they are going to launch a first-of-a-kind property called Ceat Monsoon Smart where they are reaching out to bikers across the country to create the awareness of safety during the monsoon via an on-ground activation medium like a tyre check-up camp, a demo tool to showcase the wet grip tyre and its benefits, and some dealer level activation. The idea will also be extended to the digital medium extensively.

 

Credits:

Client: Ceat Ltd.

Creative Agency: Ogilvy & Mather

Executive Creative Director: Anup Chitnis

Creative Director: Mangesh Someshwar

Associate Creative Director: Rohit Dubey

Senior Copywriter: Lester Fernandes

Planning: Kawal Shoor (President Planning), Nirav Parekh (Planning Director)

Client Servicing: Ajay Menon (Vice President), Murli Krishnan (Management Supervisor), Saurabh Acharekar (Group Account Manager), Disha Dhami (Account Executive)

Production House: Flying Saucer Films

Director: Puspendra

Producer: Pooja Krishnamoorthy

 

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