Ceat has rolled out a film for its range of four-wheeler SUV tyres. The film has been conceptualised by Ogilvy and features cricketers Rohit Sharma, Shreyas Iyer and Shubman Gill.
In the film, Sharma plays a politician with Gill shown as his assistant and Iyer his driver. Sharing words of wisdom, Sharma asks Gill to note down that it's important to have speed and pakad (control) to survive in politics. Just as he says that Iyer faces a situation where he has to steer clear of protestors on the road, and he does so with speed and control. As he does that he repeats Sharma's advice to Gill.
Lakshmi Narayanan B, chief marketing officer, Ceat, said, "It’s the cricket season and Ceat is thrilled to get three of India’s top cricketers - Rohit Sharma, Shreyas Iyer and Shubman Gill in ‘never seen before’ avatars. Ceat’s wide range of SUV tyres have a unique capability to provide both speed and control while delivering on its promise of safety and comfort. Our range of offerings, which include SportDrive SUV, CrossDrive SUV and SecuraDrive SUV address a wide range of on-road and off-road requirements.”
Rohit Dubey, executive creative director, Ogilvy, said, “In general, creatives are a little vary of sportsmen, when it comes to performing in front of camera. Scripts are watered down, roles are pruned, lines shortened or a ‘propah’ actor is built in for heavy lifting. But this time around, with Ceat’s conviction, the team got the confidence to go beyond the norm. We had three star players, acting out of their skin (and such a commendable job), in a duration strait-jacket of 20 seconds, segueing into a tyre story, effortlessly. We are quite thrilled with the result, and awaiting all the brand love this one will garner in coming days.”
