CEAT drives product proposition with 'unbelievable', gripping story

CEAT Tyres has rolled out a TVC conceptualised by Ogilvy & Mather, for its range of SUV tyres.

 

The film opens in a principal's office. A young boy and his father enter the room. The principal is angry. He informs the father about the kind of stories his son is writing. He passes on one sheet and asks the boy to read it out. It's an essay on the topic, 'A day out with my dad'. Along with matching visuals, the boy starts, "We went driving in a car and climbed the biggest hill. And then we were driving upside down. We climbed a huge waterfall, right to the top and then we drove to a beautiful lake and saw a huge monstrous animal, who smiled at me. We then climbed the tallest mountain in the world." As the story ends, the father shows appreciation, because the experience was true. He even compliments the lad about the great story, and they walk out of the room. The principal is stumped and stares at them through his window, as they get into a utility vehicle and head up another hill. The film ends with the message: Our grip. Your stories' before while introducing CEAT SUV tyres.

 

Nitish Bajaj, VP – marketing, CEAT, said, “'Our Grip, Your Stories' attempts at striking an emotional connect with our discerning customer. We at CEAT believe in developing resilient campaigns encrusted with on-road insights shared by our audience. Our latest manifesto once again endorses CEAT’s commitment of offer supreme grip. It focuses on highlighting the off-roading benefits of UV tyres by demonstrating the capability to conquer any kind of terrain in an endearing way. We hope to appeal to the young and bold breed of urban SUV owners who seek the thrill of long road trips.”

 

Anoop Chitnis, national head, Ogilvy, said, “In tone and imagery, we were all set to take brand CEAT to a higher pedestal, with a lot of premium and classy appeal. Safety and grip have been the locked-in qualities for CEAT; and the task this time has been to up the scale. This campaign aims to attract SUV car owners towards considering CEAT as their preferred tyre brand.”

 

Credits

 

Client: CEAT

Creative agency: Ogilvy & Mather, Mumbai

Executive creative director: Anoop Chitnis

Senior creative director: Mangesh Someshwar

Creative director: Kapil Ojha

Account management: Harsh Bhatt (SVP), Saurabh Acharekar (account director), Mihin Mehta (account supervisor)

Production house: Famous Studios

Director: Mark Toia