Ceat has always talked about the idiots roaming about our roads and the need to idiot-proof our vehicles against such people. This time around too, the tyre brand is back with a sage piece of advice for bike riders this monsoon.
In a commercial titled ‘Nehlau’, conceptualised by Ogilvy & Mather, Ceat addresses the issue faced by bike riders of water splashes and getting drenched due to the onslaught of larger vehicles moving past at high speed. Such scenario can lead to slippage of vehicles or an accident. Through the TVC, the company announces the launch of its monsoon smart range of tyres.
The TVC sets the narrative keeping its character Mr Nehlau in the limelight. The story depicts the common incident observed on the roads during the rainy season, wherein a super-fast vehicle driven by Mr Nehlau takes immense pleasure in splashing water on passing vehicles and pedestrians. At the end of the TVC, Ceat tyres saves the biker from a huge water splash while conveying the strong message of ensuring the safety of bike riders in difficult rainy situations.
Commenting on the TVC, Nitish Bajaj, Vice-President Marketing, CEAT Limited, said, “Our latest commercial once again endorses Ceat’s commitment to road safety and superior tyre grip. With this TVC, our attempt is to ensure safety of bike riders from all the hazards that come along during the monsoon season, which can challenge the riding experience. Tyre plays a crucial role in holding the ground, which is direly needed for bike riders in such a season. And, our range of All Season Bike tyres can prove to be a suitable solution to tackle any possible uncertainties this monsoon. We hope to appeal to the young and bold breed of bike owners who seek the hassle-free road travel.”
Speaking about the treatment of the commercial and the idea behind it, Rohit Dubey, Senior Creative Director, Ogilvy and Mather, said, “In the universe of tyre advertising, 'CEAT ka hai andaz-e-bayaan aur'; and that's what drives us every time we craft a communication. The modern consumer has an attention span of a mayfly and commercials are watched on mute in gyms, lounges and lobbies. Just an insight is not enough. And that's the raison d'être of our time-slice treatment. The arresting visuals compound the insight and in its full glory, the campaign carries forward the classical satire tone of ‘For the game called road’ campaign.”
“At a sub-cutaneous level, this campaign is not just about sensitising the consumer to CEAT’s ‘All season tyres’, it’s also an attempt in bolstering our brand voice. We intend to strike a chord with bikers not just as a tyre manufacturer, but as a riding mate who knows what they go through”, he added.
Creative Agency: Ogilvy & Mather, Mumbai
Executive Creative Director: Kiran Anthony
Senior Creative Director: Rohit Dubey
Creative Director: Nikhil Waradkar, Sohil Wadhwania
Copywriter: Riti Hamlai
Account Management Team: Harsh Bhatt, Pradeep Rao, Saurabh Archarekar, Hardik Parekh
Account Planning Team: Arjun Vedanayagam
Production House: Story-tellers.in
Producer: Zina Khan
Director: Arun Gopalan