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.”
 
CREDITS:
 
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
 
Source:
Campaign India

Related Articles

Just Published

Premium
Indigo Consulting gets Dheer Singh as VP of technology
Premium
10 hours ago

Indigo Consulting gets Dheer Singh as VP of technology

Moves from Webgility Services. where he was director of engineering

Premium
Praveen Nijhara joins Hansa Research as CEO
Premium
12 hours ago

Praveen Nijhara joins Hansa Research as CEO

Takes over from Ashok Das who continues as senior advisor for the RK Swamy Hansa group

Premium
Durgesh Kaushik to head marketing for Snapchat in India
Premium
13 hours ago

Durgesh Kaushik to head marketing for Snapchat in India

Kaushik is the first employee for Snap in India

Premium
Blog: Are English GEC and English movies on TV dead?
Premium
14 hours ago

Blog: Are English GEC and English movies on TV dead?

The author reasons why English GECs and movie channels are on the decline in the country