With a view to communicate the message of ‘everlasting’ grip of the Gripp X3 range of tyres, Ceat has come up with a new ad campaign. Led by the insight that a motorcycle rider rides confidently on a new tyre but when it becomes old, the confidence goes down, the TVC emphasises on the safety aspect of the Gripp X3 range of tyres.
Conceptualised by Ogivly & Mather, the commercial was divided into two parts, the teaser and the reveal.
In the teaser, Mr Nair played by Kunal Roy Kapoor is a regular commuter to work on his motorcycle. The character is based on the insight and can be seen wearing new clothes but he has old tyres on his motorcycle. The storytelling happens through a quirky jingle. However, the tides in his perfect day turn as he suddenly encounters a huge pothole filled with rocks. The teaser ends with a cliffhanger where Mr Nair is seen in a rather uncomfortable position, trying to escape the pothole. Urging the question, “Will tyre save Nair?”
The reveal finally resolves Mr Nair’s troubling situation. It showcases Mr Nair escaping the pothole without a scratch thanks to the Dual Compound Technology of the Gripp X3 tyres.
Commenting on the campaign, Nitish Bajaj, Senior VP, Marketing, Ceat Ltd, said, “Our Gripp X3 brand campaign has been created to generate consumer awareness and promote the benefits of a tyre that has an ‘Everlasting’ grip. This campaign brings alive the key benefits of our Gripp X3 tyres developed on a consumer insight that consumers become less confident while driving with old tyres. The campaign highlights the Gripp X3 tyre with dual compound technology that provides a grip as good as a new tyre even when the tyres become old, thereby allowing the rider to ride tension-free. Furthermore, this launch of Ceat Gripp X3 delivers on our vision of Making Mobility Safer and Smarter, Everyday.”
Speaking about challenges of marketing in the category, Rohit Dubey, Group Creative Director, Ogilvy & Mather, said, “Consumer involvement with bike tyres is extremely low. Most riders only think about their tyres once in approximately two years when it is time to replace them. In this scenario, we built involvement with the product by making engagement, central to our creative thought of landing the benefit of Gripp X3, a tyre that maintains its standard of performance over time. This also allowed us to leverage multiple executions across digital and social media, to increase salience.”
Client: Ceat Tyres
Creative Agency: Ogilvy & Mather
Executive Creative Director: Kiran Anthony
Creative team: Rohit Dubey, Nikhil waradkar, Shatrughan Tripathi, Sandeep Jaiswar
Account Management: Harsh Bhatt, Saurabh Acharekar, Siddhesh Nair
Production House: Ubik Films
Director: Surjo Deb
Producer: Sonu Bhandari and Saikat Chakraborty