Campaign India Team
Jan 27, 2017

Ceat takes the mannequin challenge to TV

Watch the film conceptualised by Ogilvy here

Ceat Tyres  has rolled out a new film that has been conceptualised by Ogilvy & Mather.
 
The TVC shows a jaywalker sprint through traffic, forcing the vehicle to brake instantaneously. This creates a ripple effect as everyone stops what they are doing to stare at the jaywalker anticipating a collision—all in freeze frame. Amidst the chaos, a motorcyclist screeches to a halt. The motorist and the jaywalker avoid a collision because of Ceat tyres.
 
In this TVC, the concept of the ‘Be Idiot Safe’ campaign was taken to the next level where the brand’s purpose is to make mobility safer and smarter every day. The campaign will be across TV, Digital and OOH.
 
Arnab Banerjee, executive director-operations, Ceat, said, “As a brand we have been evolving our association and brand communication related to safety which was prevalent in the past Idiot safe and tubeless campaigns.”
 
Nitish Bajaj, VP, Marketing, Ceat, added, “The brand communication for Ceat is geared towards safety on Indian roads. We wish to achieve a strong brand equity linked to safety along with realising our business goals.”
 
Kiran Anthony, ECD, Ogilvy Advertising, said, “The most heart wrenching moment for any rider or driver on the road is a pedestrian in front of his vehicle. While the pedestrian is cool, calm and composed with the knowledge that his antics will save him from accidents. When the world around reacts to the pedestrians foolishness, all he does is sheepishly grin and walk away, thanks to the tyres.”
 
CREDITS:
 
Client: Ceat Tyres
Creative agency: Ogilvy & Mather
Executive creative director: Kiran Anthony
Creative team: Rohit Dubey, Nikhil Waradkar, Sohil Wadhwania, Riti Hamlai, Samir Wagh
Account management: Harsh Bhatt, Pradeep Rao, Saurabh Acharekar, Hardik Parekh
Account planning: Prem Narayan, Arjun Vednayagam
 
Production house: Storytellers   
Director: Arun Gopalan
Producer: Zina Khan
Source:
Campaign India

Related Articles

Just Published

Premium
Twitter ad revenue up 18 percent
Premium
5 hours ago

Twitter ad revenue up 18 percent

The social platform stops reporting monthly user numbers and is replacing declining count of monthly users with 'monetisable daily active users'

Premium
When luggage gives Virat Kohli access in a foreign land
Premium
6 hours ago

When luggage gives Virat Kohli access in a foreign land

Watch the film conceptualised by McCann here

Premium
IAA Asia Pacific elects Ramesh Narayan as area director and VP
Premium
6 hours ago

IAA Asia Pacific elects Ramesh Narayan as area ...

He has been a past president of the IAA India Chapter and the VP marketing and communications for IAA Global

Premium
Warc Rankings: India dominates creativity, effectiveness rankings
Premium
16 hours ago

Warc Rankings: India dominates creativity, ...

FCB Ulka's 'No Sindoor Khela' tops campaigns for creativity while The Womb's 'Let's make viral products instead' is top of the effectiveness list