MxMIndia

Tag: Ceat Tyres

  • 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.”

     

  • To spearhead the marketing initiatives of the company across all passenger vehicles

    Ceat appoints Lakshminarayan B as CMO

    By Our Staff

     

    Tyres major Ceat Ltd has announced the appointment of Lakshmi Narayanan B as the Chief Marketing Officer of the company. In this role, Lakshminarayanan will spearhead the marketing initiatives of the company across all passenger vehicles, truck and bus in all markets.

     

    Commenting on the appointment, Arnab Banerjee, Chief Operating Officer at Ceat Tyres said: “We are extremely happy to welcome Lakshminarayanan onboard as our CMO. He is a highly experienced professional with a strong track record of building brands. His experience in the consumer marketing space as well as deep insights into the consumer psyche will play a pivotal role in shaping our marketing strategy and reinforce our position as a provider of Safe and Smart Mobility.”

     

    Added Lakshminarayanan: “I am excited to lead and drive new frontiers with Ceat Tyres. I have seen the evolution of the brand over years in both key OE manufacturers as well as consumers. CEAT has built interesting communication & invested smartly in the world of sports and I am committed to playing a big role in building on the great foundation that the company has laid in the automotive space. I see an opportunity in building the brand through seamless and superlative experience for our consumers and partners.”

     

  • As part of the campaign, Ceat released a digital video that highlights the need of change in the mind-set of the society on how it perceives women and their abilities

    Ceat’s #UthaoSawalBadloKhayal campaign for IWD

    By Our Staff

    Ceat Tyres launched a digital campaign called #UthaoSawalBadloKhayal on the occasion of International Women’s Day (IWD).  As part of the campaign, Ceat released a digital video that highlights the need of change in the mind-set of the society on how it perceives women and their abilities.

    Said Amit Tolani, Chief Marketing Officer, Ceat Tyres: “Today’s women are breaking all sorts of barriers and stereotypes and succeeding in every sphere of life. This campaign is a small tribute from CEAT to all such women. The idea of this campaign is to build awareness of the biases that society still holds about women and their abilities and how we all can proactively change that mind set.”

  • 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.”

     

     

  • To engage with wider cricket community through an innovative format

    Ceat partners with Edges and Sledges

    By Our Staff

     

    Ceat Tyres has partnered with Edges and Sledges. To integrate its messaging in upcoming podcasts.  New episodes release every week and are distributed over a host of audio streaming platforms like IVM Podcasts, Apple Podcasts, Spotify, Saavn, Google podcasts etc.

    Said Amit Tolani, CMO, Ceat: “We are proud to associate with Edges and Sledges. Podcast as a medium is very engaging and reaches out to a wide customer base. The engagement of the listeners is extremely high. At Ceat, we are always on a lookout to explore new mediums and this is one of those partnerships in that direction. Also, Ceat is a global brand and because of the massive reach that podcasts have internationally, we will be reaching out to the newer audiences as well. Edges and sledges is perhaps one of the most exciting podcasts in the field of cricket and given our brands association with cricket over the last 25 years, we see this a natural fit.  We hope this long-standing partnership continues to evolve going forward.”

     

  • On the occasion of Friendship Day, both brands came together with a campaign to celebrate the spirit of their long-standing association

    Never tire-d of each other, Ceat & Royal Enfield strengthen bond

    By A Correspondent

     

    Ceat Tyres and Royal Enfield have been partners on roads for a very long time. On the occasion of Friendship Day, both brands came together with a campaign to celebrate the spirit of their long-standing association.

     

    Commenting on the association, Amit Tolani, Chief Marketing Officer, Ceat Tyres, said: “We have a strong and long-standing relationship with Royal Enfield and what better occasion than Friendship Day to affirm our partnership? Through conversations on Twitter and Insta/FB posts, Royal Enfield and Ceat are celebrating the long journeys together and the inimitable bond that they share on road and off-road.”

     

    Guess in this relationship, the two partners will tire of each other. Sorry, if you thought the pun was too forced.

     

     

  • AdStrat: Ceat Tyres: Banking on ‘superior grip’ offering

    Objective:

    • To increase awareness about wide range of CEAT SUV tyres
    • The primary focus to be on “superior grip”, which is the core proposition provided by CEAT brand
    • The campaign intends to position CEAT Tyres, as a savior in unsafe accident-prone situations coming in the way of one’s journey

     

    Brief:

    • CEAT communication strategy has always been led by strong consumer insight. And consumer insight here was how people follow superstition blindly out of their anxiety for a safe journey
    • To create buzz around the brand communication, which allows the brand to enter the purchase consideration set among SUV owners
    • To leverage strong visuals to bring out the core proposition of the product in full glory

     

    Execution:

    • The TVC showcases how people pacify their anxiety for safe journey by adhering to superstitious beliefs, while ignoring the condition of the tyres of their SUVs
    • The TV campaign will have two distinct creatives taking on two different journey related superstitions. At the same time the campaign will also highlight the importance of the tyre with the focus on the ‘Superior Grip’ proposition by CEAT
    • While the brief did not have celebrity as the face of the campaign, it was only decided after listening to the scripts to leverage a celebrity like Irrfan Khan, who adds important values of credibility and premiumness
    • As Irrfan is known for being choosy about his films & brand endorsements, this association promises a unique exciting proposition
    • Irrfan is very relatable with people across India with his strings of movies successes in Bollywood and Hollywood. He is a self-made man, who’s created his own identity in the industry without Godfather
    • The creative was made keeping in mind CEAT tyres promise of “superior grip” while on the road and ensuring safety during the journey

     

    Client quote: Prabhakar Tiwari, General Manager, Marketing, CEAT Tyres

    “We at CEAT conceived this campaign based on a strong consumer insight around blind belief on journey related superstitions. We have a credible face in Irrfan to give this simple message about tyre being the real saviour in any journey. The approach will be 360 degrees in naturekeeping TV and digital as lead mediums. We plan to be innovators in SUV tyre segment by creating fresh marketing approach.”

     

  • The TVC showcases Ceat's new all season tyres, focusing on the actual wet road conditions that Indian motorists and bikers have to face.

    Ceat launches new TVC for monsoon

    By A Correspondent

     

    Tyre manufacturer Ceat has launched its new television commercial for the monsoon season, highlighting its all season tyres.

     

    Arnab Banerjee, ED, Operations, Ceat, said, “This is the first time that we are trying this technique, which will approximate the real view as seen by a biker on the road. We have a fantastic all-season tyre which is excellent for wet conditions. We know how Indian roads are, there is no road sense and we feel like yelling out. It’s important to keep ourselves and everyone safe on the road during the monsoons, which is why the Ceat all season tyre is great. We never had a wet condition film; this is the first time we are doing such a thing and we are sure it will give our customers an additional assurance that you are safe on Indian roads even in wet conditions.”

     

    Prabkahar Tiwari, GM Marketing, Ceat, added, “We have focused on superior grip which is a major product benefit to the customer and therefore offer safety as a key consumer benefit.”

     

    Anup Chitnis, ECG O&M, said, “This is a new offering from Ceat and we therefore wanted to enhance what actually happens in rainy seasons, where the biker needs very good grip on the road, because its slippery, and people are trying to avoid a pothole, so we thought it would be beautiful to show what the biker actually goes through and what he faces, hence we came up with a script that shows the point of view of the biker in the real conditions.”

     

    Prabhakar Tiwari also said that the communication is not only limited to a TVC but this time they are going to launch a first-of-a-kind property called Ceat Monsoon Smart where they are reaching out to bikers across the country to create the awareness of safety during the monsoon via an on-ground activation medium like a tyre check-up camp, a demo tool to showcase the wet grip tyre and its benefits, and some dealer level activation. The idea will also be extended to the digital medium extensively.

     

    Credits:

    Client: Ceat Ltd.

    Creative Agency: Ogilvy & Mather

    Executive Creative Director: Anup Chitnis

    Creative Director: Mangesh Someshwar

    Associate Creative Director: Rohit Dubey

    Senior Copywriter: Lester Fernandes

    Planning: Kawal Shoor (President Planning), Nirav Parekh (Planning Director)

    Client Servicing: Ajay Menon (Vice President), Murli Krishnan (Management Supervisor), Saurabh Acharekar (Group Account Manager), Disha Dhami (Account Executive)

    Production House: Flying Saucer Films

    Director: Puspendra

    Producer: Pooja Krishnamoorthy