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Ceat sends out a monsoon message to bikers with ‘Wet Grip’

Ogilvy Mumbai has conceptualised the new campaign that releases today. It is the first time Ceat has gone in for a wet condition film

BestMediaInfo Bureau | Delhi | June 4, 2013

The idea of coming up with a communication specific to wet conditions came from the fact that a rider needs superior grip during the rains which arises from the most unforeseen of situations; safety is of utmost importance to the rider, and Ceat All Season Tyres provide him with it. That is the message of the new TVC conceptualised by Ogilvy & Mather, Mumbai, and it is the first time Ceat has gone in for a wet condition film.

Arnab Banerjee, ED - Operations, Ceat, said, “This is the first time that we are trying this technique, which will approximate a real view as seen by a biker on the road. We have a fantastic all-season tyre which is excellent for wet conditions. We know how Indian roads are, and there is absolutely no road sense. It’s important to keep ourselves and everyone safe on the road during the monsoons, which is why the Ceat All Season Tyre is great. We never had a wet condition film. This is the first time we are doing such a thing and we are sure it will give our customers an additional assurance that they are safe on Indian roads even in wet conditions.”

Prabhakar Tiwari, GM - Marketing, Ceat, commented, “We have focused on superior grip which is a major product benefit to the customer and therefore offers safety as a key consumer benefit. In this communication, one gets to see superior grip in wet conditions and how one can be monsoon smart using Ceat Tyres.”

Anup Chitnis, Executive Creative Director, Ogilvy Mumbai, explained, “This is a new offering from Ceat and we therefore wanted to enhance what actually happens in rainy seasons, where the biker needs a good grip on the road. It’s slippery and bikes try to avoid pot holes, so we thought it would be beautiful to show what the biker actually goes through and what he faces. Hence we came up with a script that shows the point of view of the biker in real conditions.”

Prabhakar Tiwari added that the communication is not limited only to a TVC. “This time Ceat Tyres is launching a first-of-its-kind property called ‘Ceat Monsoon Smart’ which will help reach out to bikers across the country to create awareness of safety during the monsoon. This outreach will happen via an on-ground activation medium such as a TyreCheck-up Camp, a demo tool to showcase the wet grip tyre and its benefits, and dealer level activation. The idea will also be extended to the digital medium extensively.”

The TVC:



Agency: Ogilvy & Mather, Mumbai

Creative Team: Anup Chitnis, Mayesh Someshwar, Rohit Dubey, Lester Fernandes

Account Management: NavinTalreja, Ajay Menon, Murli Krishnan, Saurabh Acharekar, Disha Dhami

Planning: Kawal Shoor, Nirav Parekh

Films: Vinod Rao

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