Indians have always been calculative when it comes to spending. Ceat tyres takes forward this idea in its latest campaign, giving a funny yet innovative twist to its newly launched Fuelsmarrt tyres.
The idea is based on a simple premise, that people limit their understanding of ‘savings’ to only investments in property or maybe gold, hence neglecting various other aspects which can make a valuable addition to their life’s savings. With this digital advertising campaign, Ceat aims to co-relate and create awareness about how the decision of choosing the right kind of tyres can also contribute in making a consumer’s life much safer and economical.
The campaign, conceptualised by Ogilvy & Mather, is created to develop instant consumer-connect and ignite curiosity around Ceat’s new product range of Fuelsmarrt tyres. These tyres are designed to reduce fuel consumption and run efficiently for a long time.
The first campaign shows a man jumping on the bed so that his shirt is ironed. The second campaign shows another protagonist waiting outside a resto-bar so that happy hours begin. Both the campaigns show the calculative mindset of the society as we try to save wherever we can and in whichever possible manner.
The digital advertising series has three videos of about 30 seconds and each promotes the need and alternatives of saving fuel by integrating humour of real-life situations faced by people every day. Two of the three videos have been launched.
Speaking on the occasion, Nitish Bajaj, Vice-President, Marketing, Ceat, said, “This is the first time that a tyre company has moved away from the conventional methods of product advertising and adopted a ground-breaking approach to increase customer engagement. The campaign spreads awareness about our pioneering range of tyres that helps in reducing the vehicle’s fuel consumption by co-relating with everyday life situations. We are extremely confident in developing an immediate consumer-connect with this new advertising approach which is perfectly in sync with our quirky style of product promotion.”
Kiran Anthony, Executive Creative Director, Ogilvy Mumbai, said, “While the tyre category overall is going serious, we decided to have some fun with this one. The product itself offers a unique proposition which gave us a chance to play with the basic human behaviour of cost consciousness.”
Ceat has always been focusing on the aspect of product innovation through its robust research and development programme by regularly offering a unique range of products.
Client: Ceat Tyres
Agency: Ogilvy & Mather
Creative team: Kiran Anthony (Executive Creative Director), Rohit Dubey (Senior Creative Director), Sohil Wadhwania (Associate Creative director), Nikhil Waradkar (Associate Creative Director), Riti Hamlai (Copywriter)
Account Management team: Harsh Bhatt (Senior Vice President), Pradeep Rao (Client Servicing Director), Saurabh Acharekar (Account Director), Hardik Parekh (Account Executive)
Account Planning team: Arjun Vedanayagam (Senior Planning Director)
Films team: Vikas Malhotra (Ogilvy Producer)
Producer: Deep Singh Kakkad
Director: Sizil Srivastava