Ceat has rolled out a campaign for the monsoons promoting its ‘all season’ tyres. The film created by Ogilvy & Mather is rooted in the insight that two wheelers need superior grip during the monsoons because of unforeseen situations.
Through a ‘rider cam’, the film opens with the shot of a two wheeler rider losing control, followed by which onlookers are shown making fun of him. A super then appears announcing the entry of a Ceat all weather tyre user’s rider cam. Here, the bike is maneuvered comfortably through all weather conditions and takes on uncertainties like children crossing the road, playing football on the streets, and others. The film ends with a voice over saying, ‘Monsoon shouldn’t change how you look at roads. Be monsoon-smart. Get Ceat tyres for a superior wet grip’.
On the film, Arnab Banerjee, executive director, operations, Ceat, said,”This is the first time that we are trying this technique, which will approximate a real view as seen by a biker on the road. We have a fantastic all season tyre which is excellent for wet conditions. We know how Indian roads are - there is absolutely no road sense. It’s important to keep ourselves and everyone safe on the road during the monsoons, which is why the Ceat All Season Tyre is great. We never had a wet condition film. This is the first time we are doing such a thing and we are sure it will give our customers an additional assurance that they are safe on Indian roads even in wet conditions.”
Prabhakar Tiwari, general manager, marketing, Ceat, added, “We have focused on superior grip which is a major product benefit to the customer and therefore offer safety as a key consumer benefit; in this communication also you will see superior grip in wet conditions and how one can be monsoon smart using Ceat Tyres.”
Anup Chitnis, executive creative director, Ogilvy Mumbai, said, “This is a new offering from Ceat and we therefore wanted to enhance what actually happens in rainy seasons, where the biker needs a good grip on the road. It’s slippery and bikes try to avoid pot holes, so we thought it would be beautiful to show what the biker actually goes through and what he faces. Hence we came up with a script that shows the point of view of the biker in real conditions.”
Along with the TVC, Ceat has launched an initiative called ‘Ceat Monsoon Smart’. Through this, the company will reach out to bikers across the country to create awareness of safety during the monsoon. This outreach will take place through on-ground activations such as a tyre check up camps, a demo tool to showcase the wet grip tyre and its benefits, and dealer level activation. The idea will also be extended to the digital medium.
Agency: Ogilvy & Mather
Creative: Anup Chitnis, executive creative director; Mayesh Someshwar, creative director; Rohit Dubey, account creative director; and Lester Fernandes, senior copywriter
Account management: NavinTalreja, president – Mumbai and Kolkata; Ajay Menon, vice president; Murli Krishnan, management supervisor; Saurabh Acharekar, group account manager; and Disha Dhami, account executive
Planning: Kawal Shoor, president, Mumbai; and Nirav Parekh, planning director
Films: Vinod Rao