'Comfort made more comfortable' through MRF ZLX

Tyre manufacturer MRF has launched a new campaign to promote MRF ZLX, the latest range of tyres specifically designed for sedans and hatchbacks.

From uniquely designed lateral grooves for improved ride comfort, edge-to-edge comfy stabiliser liner and wide tread polymer blend for an improved life, this tyre is specially designed to offer superior grip and optimised cushioned ride.

In this campaign, the brand intends to communicate their proposition of 'comfort made more comfortable'. The film involves a delicate game of Jenga in action in a sedan which is moving over challenging roads through bumps and potholes riding on top of MRF ZLX tyres. This eventually hits home the message that a journey becomes more enjoyable when the ride is more comfortable.

Koshy K Varghese

Koshy K Varghese, Executive Vice-President Marketing, MRF Ltd., said, “MRF ZLX tyres are engineered to deliver a comfortable drive on Indian roads. This new campaign is meant to consolidate the proposition of ‘Comfort Made More Comfortable.’

Arun Iyer

Arun Iyer, Chairman and CCO, Lowe Lintas, said, “It’s always a challenging task to come up with a sequel. By using the game Jenga as a visual mnemonic, we have tried to dramatise the benefit of comfort, delivered by MRF ZLX. The contrast between the road conditions and the game that goes on unaffected inside is punctuated by music that heightens the tension.”

The campaign is live across TV, print, outdoor and online media.

The Campaign:

Credits:

Executive Vice-President, Marketing, MRF Ltd.: Koshy K Varghese

Creative Agency: Lowe Lintas, Bengaluru

Creative:

Chairman and CCO: Arun Iyer

Executive Creative Director: Shiv Parameswaran

Unit Creative Director: Arjun Kumar

Creative: Chiraag George

Account Management:

President: Hari Krishnan

Senior Vice-President: Anand Narayan

Associate Vice-President: NJ Ramesh

Brand Services Director: Debapratim Moulik

Planning:

Executive Director: Kunal Joshi

Production House: LinProductions

Director:

Siddharth Sengupta

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