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.”
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