Isobar India, the digital agency from Dentsu Aegis Network that handles the digital duties for Ceat Tyres, has released a campaign to spread awareness on road safety for the Road Safety Week to be observed from February 4 to 10 in India. The campaign took forward Ceat Tyres’ ‘Safety First’ objective by adopting a sarcastic-yet-amusing route of communication.
To strengthen brand recall and to build relatability, Isobar India struck a resonating chord with their social media audiences by personifying daily objects that are used in an unsafe manner while driving.
Attracting commendable engagement across all social media platforms, the campaign garnered more than 200% engagement on the page with an average reach of over 1 lakh across a week-long activation.
Nitish Bajaj, Senior Vice-President, Marketing, Ceat Limited, said, "Our brand purpose is to make mobility safer and smarter every day. Road Safety Week is an apt and a great platform to educate our community about safety. Also, this content helps in building better engagement with our consumers.”
Speaking on the launch of the campaign, Shekhar Mhaskar, Executive Vice-President, Isobar, said, “It's been a journey of more than a year with Ceat Tyres. A journey during which we have embarked upon several integrated campaigns upholding the prime promise of the brand — that of safety for drivers, riders and equally for pedestrians. As part of this continuum, there wouldn't have been a better time than the Road Safety Week to heighten the impact of the message in a manner that can be easily received by the audience.”
Client: Ceat Tyres
Creative Agency: Isobar India
Business Head: Prashant Lodaya
Associate Director: Amrita Pardeshi
Social Media Team: Saumya Chitravanshi & Percy Karat
Art Team: Nikhita Sancheti & Lekha Kambli
Media Team: Ankit Saxena, Sagar Sakharkar, Falak Khan & Kulpreet Khokhar