MxMIndia

Tag: CEAT Limited

  • With Rohit Sharma, Shreyas Iyer and Shubman Gill

    Ceat launches SUV tyre campaign

    By Our Staff

     

    Ceat Ltd tyre manufacturer launched its new TVC for its four-wheeler SUV tyre range. The TVC features Rohit Sharma, Shreyas Iyer and Shubman Gill.  With the forthcoming cricket season, the three cricketers are all set to spread the message and highlight the importance of having good SUV tyres that can handle speed as well as offer a superior grip. The new TVC conceptualised is Ogilvy.

     

    Speaking on the campaign, Lakshmi Narayanan B, Chief Marketing Officer – CEAT Limited said: “It’s the cricket season and CEAT is thrilled to get 3 of India’s top cricketers – Rohit Sharma, Shreyas Iyer and Shubman Gill  in  ‘never seen before’ avatars. CEAT’s wide range of SUV tyres have a unique capability to provide both speed and control while delivering on its promise of safety and comfort. Our range of offerings, which include SportDrive SUV, CrossDrive SUV and SecuraDrive SUV address a wide range of on-road and off-road requirements.”

     

    Rohit Joseph , Senior Creative Director, Ogilvy adds: “In general, creatives are a little vary of sportsmen, when it comes to performing in front of camera. Scripts are watered down, roles are pruned, lines shortened or a ‘propah’ actor is built in for heavy lifting. But this time around, with CEAT’s conviction, the team got the confidence to go beyond the norm. We had three star players, acting out of their skin (and such a commendable job), in a duration strait-jacket of 20 seconds, segueing into tyre story, effortlessly. We are quite thrilled with the result, and awaiting all the brand love this one will garner in coming days.”

  • Showcased new Aramid-based Bias Belted Tyres for the Royal Enfield Bikes

    Ceat is tyre sponsor for Rider Mania 2022

    By Our Staff

     

    Ceat Limited, the tyre manufacturing company owned by the RPG Group, was the exclusive tyre sponsor for Rider Mania 2022, the annual motorcycle festival organised by Royal Enfield Bikes.

     

    At Rider Mania 2022, Ceat also sponsored Ceat Adventure Trail and Ceat Dirt Track events. Royal Enfield’s newest flagship offering ‘The Super Meteor 650’ was unveiled at the Rider Mania. As the exclusive Royal Enfield Tyre Partner for the Super Meteor 650, Ceat showcased its new Aramid based Bias Belted Tyres for the Royal Enfield Bike. Ceat also organised ‘Tread Your Way’, a fun activity for the participants, wherein participants were asked to design the most suitable tread using clay and tools for various riding conditions. Ceat Tyres also sponsored a women riders’ team who drove from all the way from Kerala for Rider Mania.

     

    Commenting on the event, Lakshminarayanan B, Chief Marketing Officer, Ceat Tyres said: “We are delighted to be the exclusive sponsors for Rider Mania 2022. It is a one-of-its-kind event for biking enthusiasts. The event gives a slice of differentiated challenges for the riders’ abilities and helped them acquire knowledge and experience to tackle difficult terrains. We were overwhelmed by the huge level of participation in the event. At Ceat, we will continue to support the motoring talent of India and look forward to more such events in the future.”

     

  • The entire process and ‘Ceat Happy Roads’ initiative of making Mumbai roads pothole-safe is captured in a video documentary

    ‘Ceat Happy Roads’ aims to make roads happy again

    By A Correspondent

     

    Ceat Limited, a leading tyre manufacturer with the support of Mumbai Metropolitan Region Development Authority (MMRDA), has undertaken an eco-friendly initiative called ‘Ceat Happy Roads’ to repair potholes in Mumbai city by recycling old and worn-out tyres.

     

    Said Anurag Agnihotri – Executive Creative Director, Ogilvy Mumbai: “Here’s an idea that paves the way for a happier future. What better way to fix potholes than with the very object that knows them inside out: tyres. It is eco-conscious, customer engaging and creatively led.”

     

    The entire process and the ‘Ceat Happy Roads’ initiative of making Mumbai roads pothole-safe is captured in a video documentary.

     

  • With its tongue-in-cheek humour, the TVC sets the narrative keeping its character Mr. Nehlau in the limelight

    Ceat makes bike riding a safe affair during monsoons

    By A Correspondent

     

    Ceat Limited has launched its latest film ‘Nehlau’ that attempts to ensure safe travel for bike riders against uncertainties during the monsoon season. Conceptualised by Ogilvy and Mather, the film addresses the core issue faced by bike riders of water splashes and getting drenched owing to the onslaught of larger vehicles moving past at high speeds. Such scenario can lead to slippage of vehicle or an accident. In order to prevent slippage of vehicles and ensure stronger tyre grip on wet roads, the film also announces the launch of its monsoon smart range of tyres.

     

    Commenting on the film, Nitish Bajaj, Vice President Marketing, Ceat Limited said: “Our latest commercial once again endorses CEAT’s commitment to road safety and superior tyre grip. With this TVC, our attempt is to ensure safety of bike riders from all the hazards that come along during the monsoon season, which can challenge the riding experience. Tyre plays a crucial role in holding the ground, which is direly needed for bike riders in such season. And, our range of All Season Bike tyres can prove to be a suitable solution to tackle any possible uncertainties this monsoon. We hope to appeal to the young and bold breed of bike owners who seek the hassle-free road travel.”

     

    According to Rohit Dubey, Senior Creative Director, Ogilvy and Mather: “The modern consumer has an attention span of a mayfly and commercials are watched on mute in gyms, lounges and lobbies. Just an insight is not enough. And that’s the raison d’être of our time-slice treatment. The arresting visuals compound the insight and in its full glory, the campaign carries forward the classical satire tone of ‘For the game called road’ campaign.”

     

  • The leading tyre manufacturing giant signs on with India's first-ever professional table tennis league which will now be called the CEAT UTT

    Ceat comes on board as title sponsor for Ultimate Table Tennis

    By A Correspondent

     

    In what can be termed as a major boost to the inaugural edition of Ultimate Table Tennis (UTT), leading tyre brand Ceat has come on board as title sponsor.

     

    With this new association, the league will be called Ceat UTT. “Table Tennis is a very dynamic sport and we are very happy to come on board as the title sponsor for Ultimate Table Tennis which has the potential to revolutionise the sport in India. We at Ceat believe that the young crop of players have it in them to create greater success stories in the following years,” said Anant Goenka, Managing Director, Ceat Limited.

     

    Ceat UTT will start from July 13, 2017 in Chennai then will move to Delhi from July 21 and the ultimate culmination, two semifinals and final will be held in Mumbai from July 26, 2017. The league will be broadcast live on Star Sports Select 2 HD, Star Sports Select 2, Hotstar and JioTV.

  • 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.”