CEAT’s latest campaign strums the emotional chords to the safety song

22 Mar,2017

By A Correspondent

 

Leading Indian tyre manufacturer Ceat Ltd took a leaf out of its creative innovation catalogue as it launched its latest instalment of its Drive Safe Dad campaign. The focus is on discouraging dads from over speeding their vehicles which is one of the major factors for road accidents.

 

Speaking on the occasion,Nitish Bajaj, Vice President-Marketing, Ceat Ltd said: “The campaign taps into the love and bond shared between a father and his child, encouraging them to be more responsible on the road and follow the rules, more diligently. Drive Safe Dad is a unique concept that merges with our purpose of safety seamlessly and we intend to take more such road safety initiatives in future.”

 

Added Kiran Anthony, Executive Creative Director, Ogilvy & Mather: “Ceat Drive Safe Dad Bobblehead is the latest initiative in CEAT’s long standing commitment to fostering safety on Indian roads. Using a personalised reminder modelled on one’s child helped drive behaviour change in an effective and endearing manner, without sounding preachy.”

 

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