Ceat Tyres has launched a campaign to showcase the 5-star rating that it has received from BEE (Bureau of Energy Efficiency) for its premium tyres. Conceptualised by Ogilvy, the film features actor Aamir Khan who helps consumers become empowered in their buying decisions.
Through the film, Khan asks consumers to look for 5-star BEE rating tyres in order to ensure a safe drive.
Lakshmi Narayanan B, CMO, Ceat Tyres, said, “Delivering a unique proposition, we intend to drive greater awareness among consumers on the need to use BEE-rated tyres for their vehicles. Ceat’s 5-star rated tyres provide greater fuel efficiency along with the promise of a safe and seamless journey. As the government has taken the initiative to bring this system to the world of tyres, at Ceat we believe in being the forebears of such valuable changes for the consumer. The 5-star rating has been awarded for a large range of Ceat tyres across our platforms of SecuraDrive, SportDrive and CrossDrive AT.
Rohit Dubey, executive creative director, Ogilvy, said, "Simple things are the toughest to crack and we're glad we could. We tried to address the tyre purchase reasoning in a simplistic fashion. We locked in on this approach keeping the logistics and star's strengths in mind. Also, with Mr. Amir Khan, one doesn't just get a star on board, one gets an extremely evolved creative mind who loves to collaborate. He would highlight the dialogs that could do better, the places where the beats could be, and many other aspects. All in all, a wonderful synergy. We are sure that this campaign will make a positive difference to the brand.”
The campaign will be aired on TV, digital and social media.
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