CEAT Scooter Tyres “For the Game called Road”
CEAT Ltd released its new television commercial (TVC) which aims at communicating the importance of superior grip tyres in keeping the scooter users safe. This is in continuation to their on-going two wheeler campaign – “CEAT- It Helps”, which is based on real road safety insights wherein tyres play an important role in keeping the users safe from unavoidable obstacles during daily commute on Indian roads.
CEAT TV campaigns are known for their witty and satirical take on issues of road safety to drive home the importance of their tyres, and this TVC is no different in delivering the brand purpose of making mobility safer and smarter every day.
The half a minute video showcases a progressive woman riding her scooter in a crowded market with her kid, when all of a sudden, ‘Kamla’ – a rogue cow comes in her way. Kamla is a pivotal character in the film that adds humor and catches viewer’s attention, and this is the first time CEAT has moved its attention from human jaywalkers to street animals. A freeze frame effect is used to build the anticipation of a collision, which is safely avoided in time due to CEAT tyres’ superior grip.
The TVC will be another great addition to ongoing campaigns of CEAT such as ‘Mahapurush’ and ‘Idiot Safe, which have won several accolades in various marketing forums.
“Scooter tyres are an important and a fast growing category for CEAT. We are launching the campaign in Tamil Nadu on TV and digital mediums and plan scaling it up Pan India henceforth. Women users are a key growth driver for the scooter sales and this will the first time a major tyre manufacturer has singularly focused on women users in the category.”
“The brand communication for CEAT always focusses on smart and safe mobility on Indian roads and you will see that all our TV campaigns come together to convey the same message to our consumers from different walks of life.” Quoted Mr. Nitish Bajaj, Vice President Marketing CEAT Limited.