Ceat rides bruised ego to sell tubeless advantage

Ceat Tyres has rolled out a TVC for its tubeless tyres, which went on air on 18 April.

 

The film conceptualised by Ogilvy & Mather features a middle class family in a small town (in Rajasthan). The wife applies first aid to her visibly bruised husband. She asks him how it happened. He says that when he was on his way back home after buying samosas, he saw two men misbehaving with a girl. The video reveals what really happened… he crosses two buffaloes and a cow, which seem to be the inspiration for his story. A little while later, his rear tyre bursts. Losing balance, he falls on the road. Back home, his young son walks in asking is his bike’s tyre burst again, revealing the truth to the lady. She walks away in a huff, leaving the brand to outline the advantage of tubeless tyres.

 

The campaign will feature another TVC that is yet to go on air.

 

Arnab Banerjee, ED-operations, Ceat Tyres, said, "The tubeless tyre market for motorcycles is poised for rapid growth given safety and convenience associated with tubeless tyres. We see a strong fit of tubeless proposition with the safety platform that Ceat consistently stands for. With bike manufacturers also starting to migrate to tubeless across segments, we felt this was the right time to popularise our tubeless range through a dedicated TV campaign."

 

Nitish Bajaj, VP, marketing, Ceat Tyres, added, “We at Ceat believe in developing strong campaigns using consumer insights as a base is very important so that the product reaches to the right segment. With these two TVCs, we have tried to showcase our main objectives i.e. safety and necessity to upgrade from tube-type to tubeless tyres. With the ever-increasing incidence of accidents plaguing the country, switching to tubeless tyres will help in controlling this number making Indian roads safer for two wheelers. We are hopeful that this campaign will ensure that the entire potential of a growing market is tapped.”

 

Anup Chitnis, executive creative director, Ogilvy & Mather South Asia, said, “The campaign insight came from a very real biker behaviour. A fall from his bike hurts a biker deeper than any bruise on his body; it hurts his ego. And more often than not, it leads to dire consequences – he’s typically asked to forego riding the bike in future and travel by ‘safer’ alternatives, viz. a bus or an auto. For the younger lot, it’s the mother and for the middle aged men, it’s the wife who they dread the most after a fall. In fact, they’ll go out of their way to hide it, even make up stories. We brought alive two such relatable stories entertainingly.”

 

The campaign will also straddle digital and OOH media. 

 

Credits

 

Client: Ceat Tyres

Creative agency: Ogilvy & Mather

Executive creative director: Anup Chitnis

Senior creative director: Mangesh Someshwar

Associate creative director: Kapil Ojha

Creative controller: Vidyanath P A

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

Production house: Chrome Pictures

Director (film): Hemant Bhandari

Producer: Abhishek Notani