Ceat unveils new product campaign after 12 years

Ceat Ltd, part of the RPG Group, has unveiled a campaign for its new range of 2-wheeler bike tyres. The company has come out with a product campaign after 12 years, and O&M has worked on the multimedia campaign which releases today. 

On the need for a product campaign from the company, Arnab Banerjee, Executive Director - Operations, Ceat Ltd., informed, “We want to increase our stake in the market share in the two-wheeler category, and this campaign aims to address that. The campaign is mainly launched to promote the USP of our product, and address the target segment that we have identified. Moreover, our competitors have not really differentiated their campaigns, and the one aspect that we want to focus through the campaign is the bad road sense on Indian roads. The cornerstone of proposition is that Ceat Tyres are the best tyres to navigate the chaos on the Indian roads because of the superior grip it offers.” 

Ogilvy & Mather has been handling the company's creative mandate, while Madison is the media agency on board.  The campaign is primarily on Television, and will be supported by Print, OOH and Digital. 

"The brief was to establish the presence of the brand in the bike tires segment. For the campaign, along with the television commercial,  we have come up with print and ooh creatives which drive home the point of idiots presence on the roads across the country. In the digital space, we hope to get traction for the website that has been specifically created for the purpose," explained Anup Chitnis, Executive Creative Director - South Asia, Ogilvy & Mather. 

One of the initiatives that the company is undertaking is taking the ownership of spreading awareness about good road etiquettes. For this, the company has launched a website called www.beidiotsafe.com, which showcases bad driving, traffic violations and dangerous road habits. This is a social initiative and has been undertaken to create awareness about traffic sense and road responsibilities. 

Campaign Credits:

Creative Team

Executive Creative Director- South Asia - Anup Chitnis

Creative Director (Art) - Vivek Kakad 

Creative Director ( Copy ) - Nitin Pradhan 

Account Management

Managing Partner O&M Mumbai - Navin Talreja

Vice President - Ajay Menon

AM - Apoorv Saigal

Films Dept

Films Controlle - Sameer Viegas

Production house: Magic hours production

Director: Sameer Sarkar