Ceat Tyres has rolled out a film featuring Indian cricketer Harmanpreet Kaur for its two-wheeler product range.
Conceptualised by Ogilvy, the film shows Kaur riding through a street with her coach. As he gets on to the two-wheeler, he congratulates her for her on pitch performance and says 'well played'. Kaur tells him that the game will now begin, indicating how riding could be a challenge given the slippery and crowded roads. She rides through these hurdles with ease, thanks to Ceat Tyres.
Lakshmi Narayanan B, chief marketing officer, Ceat said, “Ceat has been passionate about cricket and as the cricket fever grips in – we all see cricket in every moment. ‘For the game called road' is Harmanpreet’s perspective of Indian roads and how she sees cricket at every turn and corner. It’s a light-hearted and fresh take of a rider on road seeing a parallel world of cricket. It’s Ceat’s way of paying a tribute to the sport and its fans.”
Rohit Dubey, executive creative director, Ogilvy, said, “On the face of it, it’s a safety and product story with metaphors from cricket. But if you look closely, it’s the story of learning from the young, entrusting them - with a senior male coach, confidently taking the pillion seat, we’re implicitly trying to break stereotypes as well. And when it comes to riding, Harmanpreet does it so affably, without a sense of malice towards the road, but a playfulness…we were pleasantly surprised with her performance. Having said this, none of it would have been possible without a strong marketing intent from team Ceat, which finally decided to bring its cricketing association to its communication forefront, reading the media landscape right and aligning all the vectors towards it. We’re positive that this will elevate the love for the brand.”
Kaur captained the Mumbai Indians as the team won the first edition of the Women's Premier League.
