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