AdStrat: Ceat Tyres: Banking on ‘superior grip’ offering

25 Mar,2014

Objective:

  • To increase awareness about wide range of CEAT SUV tyres
  • The primary focus to be on “superior grip”, which is the core proposition provided by CEAT brand
  • The campaign intends to position CEAT Tyres, as a savior in unsafe accident-prone situations coming in the way of one’s journey

 

Brief:

  • CEAT communication strategy has always been led by strong consumer insight. And consumer insight here was how people follow superstition blindly out of their anxiety for a safe journey
  • To create buzz around the brand communication, which allows the brand to enter the purchase consideration set among SUV owners
  • To leverage strong visuals to bring out the core proposition of the product in full glory

 

Execution:

  • The TVC showcases how people pacify their anxiety for safe journey by adhering to superstitious beliefs, while ignoring the condition of the tyres of their SUVs
  • The TV campaign will have two distinct creatives taking on two different journey related superstitions. At the same time the campaign will also highlight the importance of the tyre with the focus on the ‘Superior Grip’ proposition by CEAT
  • While the brief did not have celebrity as the face of the campaign, it was only decided after listening to the scripts to leverage a celebrity like Irrfan Khan, who adds important values of credibility and premiumness
  • As Irrfan is known for being choosy about his films & brand endorsements, this association promises a unique exciting proposition
  • Irrfan is very relatable with people across India with his strings of movies successes in Bollywood and Hollywood. He is a self-made man, who’s created his own identity in the industry without Godfather
  • The creative was made keeping in mind CEAT tyres promise of “superior grip” while on the road and ensuring safety during the journey

 

Client quote: Prabhakar Tiwari, General Manager, Marketing, CEAT Tyres

“We at CEAT conceived this campaign based on a strong consumer insight around blind belief on journey related superstitions. We have a credible face in Irrfan to give this simple message about tyre being the real saviour in any journey. The approach will be 360 degrees in naturekeeping TV and digital as lead mediums. We plan to be innovators in SUV tyre segment by creating fresh marketing approach.”

 

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