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Ceat spins grip-ping SUV tyre stories

Conceptualised by Ogilvy & Mather, the campaign takes viewers through a story narrated by a child on a trip with his father in their SUV

BestMediaInfo Bureau | Mumbai | January 28, 2016

Ceat-SUV-tyre-stories Click on the image to watch the TVC.

Tyre maker Ceat has launched its latest TVC - ‘Our Grip, Your Stories’ - with an aim to increase awareness and drive sales of its range of SUV tyres. The campaign has been conceptualised by Ogilvy & Mather.

Developed with a vision to drive leadership for Ceat in the SUV tyres market, the campaign is going to be heavily promoted on television and digital media. The campaign aims to establish the superior grip and control of Ceat tyres in demanding off-road terrain, thus making it a preferred choice for SUV tyres.

The campaign aims to target the young and premium SUV owner who likes to explore demanding terrains in their SUVs. It brings alive the message through the eyes of a young child who accompanies his father on one such journey. The campaign brings alive the strong grip and control of Ceat tyres that make it a preferred tyre choice for SUVs in all kinds of terrain, thereby manifesting Ceat’s safety motto.

Commenting on the TVC, Nitish Bajaj, VP, Marketing, Ceat Limited said, “’Our Grip, Your Stories’ targets the young and bold breed of premium SUV owners who seek the thrill of exploring demanding on and off-road terrains. The campaign showcases the superior grip and control offered by Ceat SUV tyres that makes it the preferred choice for consumers seeking safe and smart driving experience offered by Ceat range of tyres.”

Anoop Chitnis, National Head, Ogilvy & Mather, explained, “In tone and imagery, we are all set to take brand Ceat to a higher pedestal, with a lot of premium and classy appeal. Safety and grip has always been strongly associated with Ceat tyres. The task this time has been to up the scale.”

The TVC highlights how an effective tyre with great grip can lead to amazing journeys, ultimately resulting in memorable stories to cherish for a lifetime. It shows how an excellent tyre can enable one to get truly unbelievable experiences, and may in turn give wings to a child's imagination. It depicts Ceat 's immaculate grip, and the resulting exciting stories of its users.

The film has been shot in South Africa and directed by Australian film-maker Mark Toia.

Ceat’s brand positioning has always been geared towards focusing on the tyres’ superior grip which provides a safer travelling experience. As an organisation, this is one of the many initiatives Ceat has undertaken to reiterate its audience connect.

The TVC:



Creative Agency: Ogilvy & Mather, Mumbai

Executive Creative Director: Anup Chitnis

Senior Creative Director: Mangesh Someshwar

Creative Director: Kapil Ojha

Account Management: Harsh Bhatt (Sr. VP), Saurabh Acharekar (Account Director), Mihin Mehta (Account Supervisor)

Production House: Famous Studios

Director: Mark Toia


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