Car stickers, vehicle headlamps, seat covers, mini-fridge or even Tibetan flags rank high on the car-owners list of priorities when they want to accessorise their vehicles.
This forms the basis of the consumer insight in the 30 second film created by Ogilvy Mumbai for Ceat tyres.
Nitish Bajaj, vice president, marketing, Ceat said, “This campaign has been conceptualised basis consumer insights that consumers want to accessorise or personalise their vehicles, but seldom do they think about the tyres.”
Kiran Anthony, ECD, Ogilvy and Mather, adds, “With Milaze-X3, it was easy to fall in the trap of being clever; to exaggerate, to play on long-life, to go gimmicky. In fact, it is a bigger challenge to be relevant, and be insightful. We're glad we found a good insight, and stayed true to our brand personality, which is always set in a human truth.”
Creative Agency: Ogilvy & Mather, Mumbai
Executive creative director: Kiran Anthony
Creative team: Rohit Dubey, Nikhil Waradkar, Sohil Wadhwania, Riti Hamlai, Sandeep Jaiswar
Account management: Harsh Bhatt, Anand Ganesh, Khushbu Sachdev, Hardik Parekh
Account planning: Arjun Vedanayagam
Production house: Nirvana Films
Producer: Manjeet Bawa
Director: Rajiv Rao