Ceat takes the humour route again to promote its tubeless tyres

Conceptualised by Ogilvy & Mather, the two TVCs were launched on April 18 during the ongoing IPL Season 8

BestMediaInfo Bureau | Mumbai| April 21, 2015

Click on the image to watch the TVC.

With an aim to increase awareness about and benefits of their range of tubeless tyres, Ceat Tyres has launched a new campaign comprising two TVCs that show the hazards of tube type tyres through relevant consumer insight.

Ceat has built its brand communication around on-road insights, be it the 'Roads are full of idiots' campaign or the more recent Irrfan Khan 'superstitions' one, thus the challenge was to find out an on-road insight that would move bike riders from tube-type to tubeless tyres. This led to the culmination of detailed consumer research to understand their issues with a typical tube-type tyre.

And two potential routes that emerged and became as briefs to the agency were that the first route was around the convenience – rather 'inconvenience' – angle, highlighting the fact that tube type tyres equalled frequent punctures, which led to immediate delay/ spoilage of plans. The second route was an occurrence most dreaded by a biker, involving the dire consequence of a tyre (tube) burst. The second route thus, became one that kept safety at the core.

Also, in keeping with Ceat's brand core, the TVCs showcase day-to- day incidents to tell the story, which also add an element of mass appeal with a tinge of humour that has been the hallmark of Ceat ads recently.

Conceptualised by Ogilvy & Mather, the TVCs went on air on April 18, 2015 during the ongoing Indian Premiere League (IPL) Season 8 and shows the human nature of lying to hide their mistakes. At the same time, the campaign also highlights how tube-type tyres are prone to accidents and how these hassles can be avoided by switching to tubeless tyres.

The first TVC shows a wife applying first aid to her husband, who claims to have got into a fight to save a girl from some street Romeos, while the truth is that a puncture in his tube-type tyre has caused the accident. After a while, his reveals the source of the accident, when he mentions about the puncture in the bike's tyre.

The second TVC shows a teenager landing up in a hospital, where he is being treated by a pretty nurse. The ad progresses, integrating dual communication, where the teenager lies about the accident to the nurse to impress her and avoid embarrassment, while the visuals reveal the truth behind the incident.

The media mix includes television, digital, OOH and more.

Arnab Banerjee, ED - Operations, Ceat Tyres, remarked, “The tubeless tyre market for motorcycle is poised for rapid growth, given safety and convenience associated with tubeless tyres. We see a strong fit of tubeless proposition with the safety platform that Ceat consistently stands for. With bike manufacturers also starting to migrate to tubeless across segments, we felt this was the right time to popularise our tubeless range through a dedicated TV campaign.”

Nitish Bajaj, VP, Marketing, Ceat Tyres, added here, “We at Ceat believe in developing strong campaigns using consumer insights as a base is very important so that the product reaches to the right segment. With these two TVCs, we have tried to showcase our main objectives, that is, safety and necessity, to upgrade from tube-type to tubeless tyres. With the ever increasing incidence of accidents plaguing the country, switching to tubeless tyres will help in controlling this number making Indian roads safer for two-wheelers. We are hopeful that this campaign will ensure that the entire potential of a growing market is tapped.”

Anup Chitnis

Anup Chitnis, Executive Creative Director, South Asia, Ogilvy and Mather, explained, “The campaign insight came from a very real biker behaviour. A fall from his bike hurts a biker deeper than any bruise on his body; it hurts his ego. And more often than not, it leads to dire consequences – he's typically asked to forego riding the bike in future and travel by 'safer' alternatives, viz. a bus or an auto. For the younger lot, it's the mother and for the middle aged men, it's the wife, who they dread the most after a fall. In fact, they'll go out of their way to hide it, even make up stories. We brought alive two such relatable stories entertainingly.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Ceat Tyres

Creative Agency: Ogilvy & Mather

Executive Creative Director: Anup Chitnis

Senior Creative Director: Mangesh Someshwar

Associate Creative Director: Kapil Ojha

Creative Controller: Vidyanath P A

Account Management: Harsh Bhatt (Vice President), Saurabh Acharekar (Account Director), Mihin Mehta (Account Supervisor)

Production House: Chrome Pictures

Director: Hemant Bhandari

Producer: Abhishek Notani

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