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 âCeat, It Helps.â 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 MahapurushÂ andÂ IdiotÂ Safe.Â The brandâs 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,Â Ceat, said, âScooter tyres are an important and a fast-growing category forÂ 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.â
The campaign has been conceptualised by Ogilvy & Mather.
Harsh Bhatt, Sr. Vice-President, Ogilvy & Mather, Mumbai, said, "CeatÂ 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 fromÂ tyres. In our effort to close this gap, we recreated yet anotherÂ Mahapurush, often encounteredÂ on Indian roads, cows.Â 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 homeÂ from school just as they encounter a cow.Â CeatÂ tyres save the day yet again."
The TVC (Tamil):
Creative Agency: Ogilvy & Mather, Mumbai
Executive Creative Director: Kiran Anthony
Creative team: Rohit Dubey, Nikhil Waradkar,Â RitiÂ Hamlai, Sohil Wadhwania, SandeepÂ 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