Tyre manufacturer Ceat Tyres has signed Bollywood actor Aamir Khan as its brand ambassador for two years. As part of an integrated marketing campaign, Khan will feature in two commercials during the course of the IPL 2020 to promote Ceat’s SecuraDrive range of premium car tyres. The first ad will be rolled out/promoted across different media platforms both online and offline. The campaign based on the theme ‘Don’t be a dummy’ emphasises on the usage of high-quality tyres that provide complete safety in any kind of driving conditions.
The company has signed a two-year deal with the actor for various campaigns across media platforms. The first campaign was launched on SecuraDrive tyres and was aired on September 26 during IPL.
Created by O&M, the campaign is based on an interesting storyline set in an advanced tyre testing facility, where test dummies are used for testing. Khan’s character is that of a dummy who comes to life when no one’s watching and manipulates situations to save himself from the perils of tyre testing.
The idea is to propagate safety and showcase how the Ceat SecuraDrive car tyres enable a safe drive in different driving situations, through superior control at high speed turns and precise braking. Ceat’s SecuraDrive tyres are meant for premium sedans and compact SUVs such as Honda City, Skoda Octavia, Toyota Corolla, Hyundai Creta, Maruti Suzuki Vitara Brezza, Honda WR-V, etc.
Amit Tolani, Chief Marketing Officer, Ceat Tyres Ltd, said, “We at Ceat have always believed in our vision of ‘Making mobility safer and smarter every day’. The launch of our new campaign articulates the same for our premium sedans and compact SUVs tyre range. The central idea is to highlight the importance of using credible, reliable and durable tyres as against using any ‘dummy’ tyre. We are delighted to have Aamir Khan on board for this campaign as he perfectly embodies Ceat’s core values of integrity, passion, perfection and innovation. With one of the best actors in the industry, associating with one of the best tyres in its segment, we believe we have a winning combination at hand. IPL offers an ideal opportunity for us to connect with our customers as it is one of the most widely watched events in India with a massive viewership.”
Khan said, “I am proud to be associated with one of the most respected brands in India. When Ceat reached out to me for this campaign, I instantly connected with the idea and completely fell in love with the script. Playing a character of a dummy was a unique experience and I thoroughly enjoyed the shoot. I am looking forward to an exciting journey with Ceat tyres.”
Rohit Dubey, Group Creative Director, O&M, said, “On a regular day, Ceat tries to push the envelope of tyre advertising, so when it came to Super Bowl of India — IPL, the brand set the bar higher for itself. Disruption, with a tinge of Ceat’s trademark tongue-in-cheek approach, led us to collaborating with Aamir Khan. A big challenge was what newness we can create with him. And hence the ‘paranoid, crash test dummy.’ Being aware of Covid production reality, we scripted it such that it doesn’t require a crowd scene and kept it contained. We hope ‘Baat safety ki hai, Don’t be a dummy’, strikes a chord with consumers and stands out in the crowd of IPL spots.”
The Ceat SecuraDrive tyres with the wide longitudinal tread grooves and smart compounding technology help keep the vehicle within the driver’s control on wet and dry road conditions. The enhanced tyre tread technology helps in lowering noise levels while commuting and delivers an extremely comfortable driving experience.