Ceat promotes Gripp X3 range of tyres in latest campaign

21 Nov,2018

By A Correspondent


Ceat has launched its latest campaign to communicate the message of its Gripp X3 range of tyres.


Said Nitish Bajaj, Senior VP, Marketing, Ceat Ltd: “Our Gripp X3 brand campaign has been created to generate consumer awareness and promote the benefits of a tyre that has an ‘Everlasting’ grip. This campaign brings alive the key benefits of our Gripp X3 tyres developed on a consumer insight that consumers become less confident while driving with old tyres. The campaign highlights the Gripp X3 tyre with dual compound technology that provides a grip as good as a new tyre even when the tyres become old, thereby allowing the rider to ride tension free. Furthermore, this launch of CEAT Gripp X3 delivers on our vision of Making Mobility Safer and Smarter, Everyday.”


Added Rohit Dubey, Group Creative Director, Ogilvy & Mather: “Consumer’s involvement with bike tyres is extremely low. Most riders only think about their tyres once in approximately two years when it is time to replace them. In this scenario, we built involvement with the product by making engagement, central to our creative thought of landing the benefit of Gripp X3, a tyre that maintains its standard of performance over time. This also allowed us to leverage multiple executions across digital and social media, to increase salience.”

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