Mothers are fantastic! They go beyond limits just to ensure the best for her child. With an endless number of jobs and roles to play on a regular basis, mothers still try to create a comfortable space for their children. This mother’s day, we saw a plethora of brand campaigns that didn’t fail to resonate with our emotional feelings. #SheGoesTheExtraMile says CEAT Tyres with its mother’s day campaign.
The campaign narrates the story of a mother who is always doing extra for her child. The campaign further echoes what CEAT Tyres are about providing maximum safety with that extra grip on the tyres.
Speaking up about the campaign strategy, Arnab Banerjee, COO at CEAT Limited said: “The primary objective of this campaign was to pay homage to mothers who always take extra care of us. Through this, we tried drawing a brand connection when it comes to extra safety on road. CEAT Gripp X3 tyres come with an extra layer of tread for extra safety, similar to how moms who go that extra mile for their children.”
The campaign garnered more than 1 million views after its release. “We know mothers always want the best for their children and lovingly take the effort to go the ‘extra mile’ for them in various ways” adds Arnab.
He further throws light on the 2W and 4W segments. Our endeavour is to retain leadership by ensuring optimal distribution and saliency within shops. Innovation would play a big role here to continue the momentum, in the 2W segment. For 4W, our focus is to attain leadership with the main lever being our foray into premiumization.
Electric vehicles constantly gripping the market, which is certainly the latest marketing trend in the industry. Followed by sustainable products, digital mobility, innovation in mobility with fewer friction tyres, etc.
There is a constant surge in global fuel price and its impact on Tyre companies including CEAT. Arnab focuses on the concern speaking, “Prices of crude oil and its derivative carbon black are affected by fuel prices. The derivates constitute around 30 percent of the total raw material cost and a hike in crude oil prices does affect the user industries at large.”
There’s a robust expansion plan underway to ramp up our Chennai plant which is specific to manufacturing 4Wheeler products. Says Arnab further underlining their expansion plans. From a business perspective, there’s huge expansion scope in the global markets from where we are expecting to generate a quarter of our revenue within the next 3-5 years.
