Ceat's new brand positioning highlights brand as travel companion

Delhi: Ceat announced a shift in its communication identity and strategy. This transformation seeks to resonate with the changing lifestyles and preferences of the contemporary consumers who are increasingly embracing travel, exploration, and adventure.

The new strategy positions Ceat as the companion for exploration. 
 
As part of the newly launched campaign, Ceat has leveraged its decade long association with Tata IPL Strategic Timeout to deliver its brand message. The Ceat Strategic Timeout board has been transformed in line with the new positioning and will continue to remain so throughout this Tata IPL season. 

The board colours changed from the traditional blue to integrate the campaign colours along with a QR code. 

Arnab Banerjee, MD and CEO of Ceat, commented on the strategic evolution, saying, “Ceat's transformation underscores our dedication to staying in tune with the aspirations of our consumers. Our new brand communication emphasizes our support for the explorer mindset of discovering hidden gems which are accessible during their travels. This move represents our ongoing commitment to exceeding consumer expectations and delivering high-quality products that inspire confidence in every journey, whether on road or off road.”

Lakshmi Narayanan B, CMO of Ceat, elaborated on the campaign’s direction, saying, “Our new approach incorporates partnerships with prominent travel influencers to showcase the versatility and durability of our tyres in various unexplored yet accessible locales. This series of two-part campaigns is not just a visual treat, but also ignites intrigue and curiosity among our consumers through the novel interactive QR element embedded in the ads. Our high-performance products have been crafted for the curious enabling their passion for adventure and discovery.”

The campaign features visuals and influencer-led storytelling, highlighting Ceat's products in challenging environments.  The first advertisement which is live on TV and social media, features Brinda Sharma, a travel influencer.