Ceat helps bike riders steer clear of 'great men' on the road

Watch the ad film conceptualised by Ogilvy and Mather here

Jul 12, 2017 03:59:00 AM | Video | Campaign India Team

Ceat has rolled out a film for its 'all season bike tyres'. Conceptualised by Ogilvy and Mather, it addresses an issue faced by bike riders during the monsoon - water splashed by cars. 
It shows a man 'Mr Nehlau' and his friend in a car. The duo get immense pleasure by splashing water on passing by vehicles and pedestrians. A bike rider using Ceat Tyres avoids the water splash by breaking hard while the driver causes destruction to others around. The message the brand wants to convey is that there are several mahapurush (great men) like Mr Nehlau on the roads and Ceat Tyres can protect bike riders from them.
Nitish Bajaj, vice president - marketing, Ceat, said, “Our latest commercial once again endorses Ceat’s commitment to road safety and superior tyre grip. With this TVC, our attempt is to ensure safety of bike riders from all the hazards that come along during the monsoon season, which can challenge the riding experience. Tyre plays a crucial role in holding the ground, which is direly needed for bike riders in such season. And, our range of All Season Bike tyres can prove to be a suitable solution to tackle any possible uncertainties this monsoon. We hope to appeal to the young and bold breed of bike owners who seek the hassle-free road travel.”
Rohit Dubey, senior creative director, Ogilvy and Mather, said, “In the universe of tyre advertising, 'Ceat ka hai andaz-e-bayaan aur'; and that's what drives us every time we craft a communication. Modern consumer has an attention span of a mayfly and commercials are watched on mute in gyms, lounges and lobbies. Just an insight is not enough. And that's the raison d'être of our time-slice treatment. The arresting visuals compound the insight and in its full glory, the campaign carries forward the classical satire tone of ‘For the game called road’ campaign. At a sub-cutaneous level, this campaign is not just about sensitizing the consumer to Ceat’s ‘All season tyres’, it’s also an attempt in bolstering our brand voice. We intend to strike a chord with bikers not just as a tyre manufacturer, but as a riding mate who knows what they go through."
Client: Ceat Tyres
Creative agency: Ogilvy & Mather, Mumbai
Executive creative director: Kiran Anthony
Senior creative director: Rohit Dubey
Creative director: Nikhil Waradkar, Sohil Wadhwania
Copywriter: Riti Hamlai
Account management team: Harsh Bhatt, Pradeep Rao, Saurabh Archarekar, Hardik Parekh
Account planning team: Arjun Vedanayagam
Production house: Story-tellers.in
Producer: Zina Khan
Director: Arun Gopalan