Ceat has rolled out a campaign featuring its recently appointed brand ambassador Aamir Khan.
Khan has been signed by the tyre manufacturer for two years.
The first campaign has been conceptualised by Ogilvy and sees Khan appear in two films (one of which is currently on air). It shows Khan playing the role of a car crash dummy. He sees a broken dummy and states that he only sits for car tests that are run on Ceat Tyres.
Amit Tolani, chief marketing officer, Ceat Tyres, said, “We at Ceat have always believed in our vision of ‘making mobility safer and smarter every day’. The launch of our new campaign articulates the same for our premium sedans and compact SUVs tyre range. The central idea is to highlight the importance of using credible, reliable and durable tyres as against using any ‘dummy’ tyre. We are delighted to have Aamir Khan on board for this campaign as he perfectly embodies Ceat’s core values of integrity, passion, perfection and innovation. With one of the best actors in the industry, associating with one of the best tyres in its segment, we believe we have a winning combination at hand. IPL offers an ideal opportunity for us to connect with our customers as it is one of the most widely watched events in India with a massive viewership.”
Rohit Dubey, group creative director, Ogilvy, said, “On a regular day Ceat tries to push the envelope of tyre advertising, so when it came to the Super Bowl of India - IPL, the brand set the bar higher for itself. Disruption, with a tinge of Ceat’s trademark tongue-in-cheek approach, led us to collaborating with Aamir Khan. A big challenge was, what newness can we create with him. And hence the ‘paranoid, crash test dummy.’ Being aware of Covid production reality, we scripted it such that it doesn’t require a crowd scene and kept it contained. We hope 'Baat safety ki hai, don’t be a dummy', strikes a chord with consumers and stands out in the crowd of IPL spots.”