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Ceat focuses on women drivers in scooter category

Conceptualised by Ogilvy & Mather, the focus of the TVC is women, the closest TG for scooters. It also shows cows that have become a threat for all motorists but Ceat tyres save the day yet again

Click on the Image to watch the TVC.

Tyre manufacturer Ceat released a new television commercial that portrays the daily struggle of drivers on road. This is in continuation to its on-going campaign ‘Ceat, It Helps.’ The campaign will now be launched in Tamil Nadu on TV and digital mediums and it will soon be seen in Hindi across the country.

Previously, the brand has won several awards for its campaigns Mahapurush and Idiot Safe. The brand’s campaigns are known for their witty and satirical take on issues of road safety and the new TVC reflects the same.

Nitish Bajaj, VP Marketing, Ceat, said, “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 eventually, we plan on scaling it up pan India. This will be the first time that a major tyre manufacturer has singularly focused on women drivers in the category.”

The campaign has been conceptualised by Ogilvy & Mather.

Harsh Bhatt, Sr. Vice-President, Ogilvy & Mather, Mumbai, said, "Ceat needed to communicate their tyres for the fast-growing scooter segment. However, as far as reality went, women, who were the closest TG for scooters, were also the most distanced from tyres. In our effort to close this gap, we recreated yet another Mahapurush, often encountered on Indian roads, cows. Sauntering down Indian roads without the least of bother for vehicles or pedestrians, cows have become a threat for all motorists. Our situation revolves around a mum and son returning home from school just as they encounter a cow. Ceat tyres save the day yet again."

The TVC (Tamil):

Credits:

Creative Agency: Ogilvy & Mather, Mumbai

Executive Creative Director: Kiran Anthony

Creative team: Rohit Dubey, Nikhil Waradkar, Riti Hamlai, Sohil Wadhwania, Sandeep Jaiswar.

Account Management Team: Harsh Bhatt, Saurabh Archarekar, Siddhesh Nair

Account Planning Team: Arjun Vedanayagam, Rahul Bharadwaj

Production House: Future East Films

Director: Ashim Ahluwalia

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