Ceat Tyres has launched a campaign to promote its premium SecuraDrive range of tyres.
Conceptualised by Ogilvy, the film aims to propagate the usage of high-quality tyres that provide complete safety and prepare the driver for any unexpected surprise on the roads.
The film features Aamir Khan celebrating a match win and speaking about a utopian world where everyone follows traffic rules and doesn't light firecrackers on the road. However, he highlights that until people start to live in that ideal world, one needs the safety of tyres to be able to withstand the different surprises that a driver faces on the streets.
Amit Tolani, chief marketing officer, Ceat Tyres, said, “Safe and smart mobility has been Ceat’s primary goal. The new campaign with Aamir focuses on our vision of ‘making mobility safer and smarter every day’. Our SecuraDrive car and compact SUV tyres offer a safe ride through improved braking performance and ultimate riding comfort - the best friend for your car on any road. The campaign emphasises the significance of buying reputable and reliable tyres. Aamir embodies Ceat's honesty, enthusiasm, perfection, and innovation and has been a great brand ambassador for us.”
The campaign will be a series of three films, with Khan playing different avatars in each version throughout the second leg of the IPL, across media platforms.