Ceat Tyres has appointed Rana Daggubati as brand ambassador for its ‘Puncture Safe’ range of bike tyres and rolled out a film featuring the actor.
Conceptualised by Ogilvy, the film shows Daggubati as ‘keel wale baba’ living on a bed of nails. On being invited to visit a village by some followers, he rides out of his ashram on a nail-clad floor without being worried about punctures because of Ceat Tyres.
Arnab Banerjee, chief operating officer, Ceat Tyres, said, “We at Ceat have always believed in our vision of ‘making mobility safer and smarter every day’. The launch of our new campaign articulates the same for motorcycles. The central idea is to highlight the importance of using durable tyres to prevent disruptions on any terrain. We are delighted to have Rana Daggubati on board for this campaign as he perfectly embodies the strength and durability of Ceat’s ‘Puncture Safe’ technology. The India-England test series offers an ideal opportunity for us to connect with our customers as it is one of the most widely watched events in India with a massive viewership.”
Rohit Dubey, group creative director, Ogilvy, said, “As privileged creative partners of brand Ceat, we believe that the only predictable thing about a Ceat tyre commercial should be that it should not follow hackneyed codes of tyre advertising. ‘Keel wale baba’, is another essential brick in bolstering Ceat’s brand voice. On this project, we dug into our Indian cultural references of nails, godmen, and connected the dots leading to innovative puncture safe technology. And as always, it was an absolute joy creating it with the ever positive and courageous Ceat marketing team.”