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Tag: Arnab Banerjee

  • Will be brand ambassador for ‘Puncture Safe’ range of bike tyres

    Ceat signs Rana Daggubati

    By Our Staff

     

    Ceat Tyres has signed Rana Daggubati as its brand ambassador for promoting the ‘Puncture Safe’ range of bike tyres across media platforms.

    Said Arnab Banerjee, Chief Operating Officer, Ceat Tyres: “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 motorcycles. The central idea is to highlight the importance of using durable tyres to prevent disruptions on any terrain. We are delighted to have Rana Daggubati on board for this campaign as he perfectly embodies the strength and durability of Ceat’s ‘Puncture Safe’ technology. The India-England test series offers an ideal opportunity for us to connect with our customers as it is one of the most widely watched event in India with a massive viewership.”

    Added Rohit Dubey, Group Creative Director, O&M: “As privileged creative partners of Brand Ceat, we believe that the only predictable thing about a Ceat tyre commercial should be that it should not follow hackneyed codes of tyre advertising. ‘Keel wale baba’, is another essential brick in bolstering Ceat’s brand voice. On this project, we dug into our Indian cultural references of nails, godmen, and connected the dots leading to innovative puncture safe technology. And as always, it was an absolute joy creating it with the ever positive and courageous Ceat marketing team.”

     

     

  • Tolani will be based out of Ceat’ss headquarters in Mumbai

    Ceat appoints Amit Tolani as VP – Marketing

    By A Correspondent

     

    Amit Tolani

    Tyre-maker Ceat Ltd has appointed Amit Tolani as Vice President-Marketing. Tolani will be based out of the tyre major’s headquarters in Mumbai and will be responsible for spearheading the marketing initiatives of the company.

     

    Commenting on his appointment, Arnab Banerjee, COO, Ceat Ltd said: “We are delighted to have Mr. Tolani as the newest member to spearhead our marketing organisation. He has played a significant role in Ceat’s growth journey. I am confident that his rich experience across various business verticals will prove to be an asset in achieving the vision of our company.”

     

  • The TV campaign has two distinct TVCs showing the human nature of lying to hide their mistakes

    Ceat unveils campaign to promote tubeless tyres offering

    By A Correspondent

     

    Ceat Tyres has unveiled a new campaign to promote its new tubeless offering. The primary focus is to highlight the benefits of the tubeless tyres by showing the hazards of tubetype tyres through relevant consumer insight.

     

    Ceat typically is a brand built around on-road insights, be it the ‘idiots’ campaign or the more recent Irrfan Khan ‘superstitions’ one. The challenge was to find out an on road insight that would move bike riders from tube type to tubeless tyres. The challenge led the team to do detailed consumer research to understand their issues with a typical tube type tyre. In keeping with Ceat’s brand core, the brand had to showcase day-to-day incidents to tell the story which would also add an element of mass appeal to the TVC.

     

    The TV campaign has two distinct TVCs showing the human nature of lying to hide their mistakes. At the same time, the campaign will also highlight how tubetype tyres are prone to accidents and these hassles that can be avoided due to the use of Tubeless Tyres. The first TVC shows the wife applying first aid to her husband who claims to get into a fight for a good cause to while the truth is that a puncture in his tubetype tyre causes the accident. After a while, his son complains about the puncture he notices in the bike. The second TVC shows a teenager lands up in a hospital where he is being treated by a cute nurse. The ad progresses integrating dual communication where the teenager lies about the accident to the nurse to impress her and avoid embarrassment while the visuals reveal the truth behind the incident.

     

    Arnab Banerjee, ED-Operations, CEAT Limited said, “The tubeless tyre market for Motorcycle is poised for rapid growth given safety and convenience associated with Tubeless tyres. We see a strong fit of Tubeless proposition with the safety platform that CEAT consistently stands for. With bike manufacturers also starting to migrate to Tubeless across segments, we felt this was the right time to popularize our tubeless range through a dedicated TV campaign.”

     

    Anup Chitnis, Executive Creative Director, South Asia, Ogilvy & Mather said, “The campaign insight came from a very real biker behavior. A fall from his bike hurts a biker deeper than any bruise on his body; it hurts his ego. And more often than not, it leads to dire consequences – he’s typically asked to forego riding the bike in future and travel by ‘safer’ alternatives, viz. a bus or an auto. For the younger lot, it’s the mother and for the middle aged men, it’s the wife who they dread the most after a fall. In fact, they’ll go out of their way to hide it, even make up stories. We brought alive two such relatable stories entertainingly.”