Campaign India Team
Nov 21, 2018

Ceat helps Kunal Roy Kapur manoeuvre past dangerous situations

Watch the ad film conceptualised by Ogilvy here

Ceat Tyres has rolled out an advertising campaign to showcase its 'everlasting grip' on the range of Gripp X3 tyres. 
Conceptualised by the Ogilvy, the film shows Kunal Roy Kapur as a confident biker. As he takes a turn, he suddenly encounters a huge pothole filled with rocks. But thanks to the tyre's grip, Kapur manages to manoeuvre past the potentially dangerous situation.
Nitish Bajaj, SVP - marketing, Ceat, said, “Our Gripp X3 brand campaign has been created to generate consumer awareness and promote the benefits of a tyre that has an ‘everlasting’ grip. This campaign brings alive the key benefits of our Gripp X3 tyres developed on a consumer insight that consumers become less confident while driving with old tyres. The campaign highlights the Gripp X3 tyre with dual compound technology that provides a grip as good as a new tyre even when the tyres become old, thereby allowing the rider to ride tension free. Furthermore, this launch of Ceat Gripp X3 delivers on our vision of 'making mobility safer and smarter, everyday'.”
Rohit Dubey, group creative director, Ogilvy, “Consumer's involvement with bike tyres is extremely low. Most riders only think about their tyres once in approximately two years when it is time to replace them. In this scenario, we built involvement with the product by making engagement, central to our creative thought of landing the benefit of Gripp X3, a tyre that maintains its standard of performance over time. This also allowed us to leverage multiple executions across digital and social media, to increase salience.”
Client: Ceat Tyres
Creative agency: Ogilvy
ECD: Kiran Anthony
Creative team: Rohit Dubey, Nikhil waradkar, Shatrughan Tripathi, Sandeep Jaiswar
Account management: Harsh Bhatt, Saurabh Acharekar, Siddhesh Nair
Production house: Ubik Films
Director: Surjo Deb
Producers: Sonu Bhandari and Saikat Chakraborty
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Believe it or not: 42% Indians don’t recognise P V Sindhu!
4 hours ago

Believe it or not: 42% Indians don’t recognise P V ...

Sindhu was not the only one with poor scores on recognition. Other famous faces amongst women endorsees did pretty badly too.

WPP brings all Mumbai agency employees under one roof
5 hours ago

WPP brings all Mumbai agency employees under one roof

The employees will move into the Mumbai Campus as early as next week, while the Gurugram Campus will be set up next year.

Wendy Clark, DDB Worldwide:
19 hours ago

Wendy Clark, DDB Worldwide: "I know what it feels ...

Campaign India's Prasad Sangameshwaran interviewed with DDB Worldwide's global President and CEO, Wendy Ludlow Clark, a discussion that was beamed live on Facebook. Here's the entire conversation, without any edits or cuts: