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Ceat showcases Milaze X3 as 1-lakh km tyre in its new campaign

Conceptualised by Ogilvy and Mather, the campaign says that with Milaze X3, car owners can be assured of not replacing tyres for a long time

Click on the Image to watch the TVC.

Tyre manufacturer Ceat Ltd. has launched a new campaign for its flagship tyre Milaze X3. The ad aims to communicate the benefits of Milaze X3’s longevity that allows consumers to focus on other upgrades for their cars. The Milaze X3 tyres are designed to be highly fuel efficient and durable, running up to 1 lakh km when tested under standard conditions.

On the basis of insights, the campaign depicts a few real-life situations wherein consumers can opt for favourite upgrades for their cars. This could be about making those perfect cosmetic changes such as stickers, flags, car paints, upgrading their vehicle headlamps, seat covers or even a mini-fridge. Tyres, a vital requirement for a safe and comfortable drive, are always last in the shopping list. But with Milaze X3, car owners can now be assured of not replacing them for a long while.

Nitish Bajaj

Nitish Bajaj, Vice-President, Marketing, Ceat Ltd., said, “Our Milaze X3 brand campaign has been created to generate consumer awareness and promote the benefits of a tyre that lasts 100,000 km and beyond. This campaign has been conceptualised on the basis of consumer insights that consumers want to accessorise/ personalise their vehicles but seldom do they think about the tyres and hence Ceat created the Milaze X3 tyre, which significantly delays the need for a tyre replacement owing to its new generation tread compound. Ceat’s cutting-edge technology makes it a hassle-free and a long-term purchase.”

According to Kiran Anthony, ECD, Ogilvy and Mather, “It's a joy when a brand allows you to break the category codes, and I congratulate our partners at Ceat for doing that. For the first time, on mainstream television advertising, Ceat is not showcasing a tyre in action. It is an exception that mirrors the product promise of 100,000 km, which is extraordinary in itself. For the agency as well as the brand, every campaign is akin to laying a brick in our brand personality. With Milaze-X3, it was easy to fall in the trap of being clever; to exaggerate, to play on long-life, to go gimmicky. In fact, it is a bigger challenge to be relevant, and be insightful. We're glad we found a good insight, and stayed true to our brand personality, which is always set in a human truth.”

Milaze X3 tyres have a new generation tread compound that brings in optimised shoulder depth as well as rigid shoulder blocks. These together give the tyre a longer life. The higher groove depth of tyres also provides high resistance. Tyres also ensure superior load distribution that offers improved riding comfort for safer and pleasant travel. Milaze X3 is available across most segments of passenger vehicles, including hatchbacks, sedans and SUV.

The TVC:


Creative Agency: Ogilvy & Mather, Mumbai

Executive Creative Director: Kiran Anthony

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

Account Management Team: Harsh Bhatt, Anand Ganesh, Khushbu Sachdev, Hardik Parekh

Account Planning Team: Arjun Vedanayagam

Production House: Nirvana Films

Producer: Manjeet Bawa

Director: Rajiv Rao

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