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Tag: CEAT

  • The new brand positioning leverages consumer desire for adventure and exploration

    Ceat unveils new Strategic Timeout board in IPL

    As part of the newly launched campaign, Cat, the tyres company, has leveraged its decade-long association with Tata IPL Strategic Timeout to deliver its brand message. It has been transformed in line with the new positioning, notes a communique.

    Said Arnab Banerjee, MD & CEO of Ceat Limited: “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.”

    Added Lakshmi Narayanan B, CMO of Ceat Limited: “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.”

  • To bolster its association with cricket

    Ceat signs Shafali Verma as Brand Ambassador

    By Our Staff

     

    CEAT Ltd., tyre manufacturer, signs Shafali Verma as its latest brand ambassador. With this, Shafali joins the list of CEAT’s cricketing brand ambassadors, which includes stalwarts like Rohit Sharma, Shubman Gill, Shreyas Iyer, Harmanpreet Kaur, and Mathew Hayden.

     

    Lakshmi Narayanan B, Chief Marketing Officer, CEAT Ltd., said: “At CEAT, our dedication to cricket runs deep, and our association with the sport has only grown stronger over the years. From our annual CEAT Cricket Ratings to our strategic partnerships, we have always prioritized recognizing and rewarding outstanding performance. As we welcome Shafali Verma to the CEAT family, it’s her exceptional on-field performance that stands out. While the personality of a player is significant, it’s their consistent achievements across various formats that truly resonate with our brand’s values. Shafali embodies the spirit of excellence and determination that CEAT champions. We are thrilled to have her on board and look forward to a successful partnership, furthering our commitment to support and uplift the sport of cricket.”

     

  • The Reliance initiative will be exclusive Broadcast Production partner for League

    Ceat Indian Supercross Racing League partners with Rise Worldwide

    By Our Staff

     

    Ceat Indian Supercross Racing League (ISRL) announced its partnership with Rise Worldwide Limited, a Reliance initiative.

     

    Under this exciting partnership, Rise Worldwide Limited will serve as the exclusive Broadcast Production Partner for Ceat ISRL. With their expertise and proven track record in creating exceptional sporting events like U-17 FIFA World Cup, Hero ISL since the inception, AFC Champions League & Women’s Asia Cup, and sports documentaries for FIFA’s online platform FIFA+ to name a few, Rise Worldwide Limited will work closely with ISRL to enhance the presentation, production, and broadcast of the Supercross league, captivating audiences and elevating the sport to new heights.

     

    The collaboration will focus on developing innovative strategies to engage fans and enhance the viewer experience. Rise Worldwide Limited will contribute its unparalleled production expertise, introducing cutting-edge technologies, and implementing world-class standards to deliver captivating coverage of ISRL events. This partnership will bring forth a fresh and dynamic approach to Supercross, combining thrilling on-track action with immersive storytelling and captivating visuals.

     

    Speaking about the collaboration, Veer Patel, Co-Founder and Director, Supercross India Pvt Ltd. said: “We are thrilled to join forces with Rise Worldwide as our exclusive Broadcast Production partner. Their extensive experience and expertise in the sports and entertainment industry make them an ideal partner to help us transform the Supercross experience in India. Together, we aim to create an aweinspiring spectacle that will captivate fans and elevate the sport to unprecedented levels of excitement and engagement.”

     

    Expressing his enthusiasm for the partnership, James Rego, Head of Broadcast, Rise Worldwide Ltd. added: “We are excited to collaborate with CEAT Indian Supercross Racing League and bring our production expertise to this groundbreaking initiative. Through our partnership, we aim to redefine the way Supercross is presented and experienced, creating an electrifying atmosphere that resonates with fans across the nation. Together, we will create a global extravaganza that showcases the immense talent and passion of the man and the machine.”

     

  • 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.”

     

  • To take charge of digital marketing mandate of CEAT Specialty tyres for Europe and India

    Hyper Connect Asia partners with Ceat

    By Our Staff

     

    Ceat Specialty, the off-highway tyre brand of RPG group, has chosen Hyper Connect Asia as their digital agency of record. Hyper Connect Asia will be responsible for the end-to-end digital marketing mandate of CEAT Specialty in Europe and India. The brand partnership will primarily focus on digital communication of the OTR and agriculture tyre categories of CEAT Specialty.

     

    Said Vijay Gambhire, Chief Executive – CEAT Specialty: “Europe is a key market for OHT business, and initial acceptance of our products and services has been very good. In order to further build on the initial momentum, we realise our digital communication will play a key role in our efforts to connect with our end customers. We want a capable and creative digital marketing agency, and Hyper connect fits the bill.”

     

    Added Ankur Pujari, Co-Founder & Business Lead, Hyper Connect Asia: “Our team is upbeat to be associated with a legacy brand name like CEAT (RPG group) and partner with them in their India and Europe growth story. As a young and growing digital marketing player, we are always enthusiastic about exploring brand innovations and the challenges that tag along with it. Associating with such great brands enables us to scale up our expertise and understand the dynamics of the local and international consumer behaviour.  It also strengthens our foothold in one more sector.”

     

     

  • 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.”

  • 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.”

     

  • In order to drive maximum engagement, the commercial was divided into two parts, the teaser and the reveal

    Ceat promotes Gripp X3 range of tyres in latest campaign

    By A Correspondent

     

    Ceat has launched its latest campaign to communicate the message of its Gripp X3 range of tyres.

     

    Said Nitish Bajaj, Senior VP, Marketing, Ceat Ltd: “Our Gripp X3 brand campaign has been created to generate consumer awareness and promote the benefits of a tyre that has an ‘Everlasting’ grip. This campaign brings alive the key benefits of our Gripp X3 tyres developed on a consumer insight that consumers become less confident while driving with old tyres. The campaign highlights the Gripp X3 tyre with dual compound technology that provides a grip as good as a new tyre even when the tyres become old, thereby allowing the rider to ride tension free. Furthermore, this launch of CEAT Gripp X3 delivers on our vision of Making Mobility Safer and Smarter, Everyday.”

     

    Added Rohit Dubey, Group Creative Director, Ogilvy & Mather: “Consumer’s involvement with bike tyres is extremely low. Most riders only think about their tyres once in approximately two years when it is time to replace them. In this scenario, we built involvement with the product by making engagement, central to our creative thought of landing the benefit of Gripp X3, a tyre that maintains its standard of performance over time. This also allowed us to leverage multiple executions across digital and social media, to increase salience.”

  • Becomes the first women cricketer to sign bat endorsement deal with CEAT

    Ceat signs endorsement deal with Harmanpreet Kaur

    By A Correspondent

     

    Ceat Ltd has announced its association with cricketer Harmanpreet Kaur, for a period of two years. The bat endorsement deal makes Kaur the first woman cricketer to sign such a deal and join the likes of Rohit Sharma, Ajinkya Rahane and Ishan Kishan on board.

     

    Commenting on the partnership, Nitish Bajaj, Vice President – Marketing at Ceat, said: “The profile of women’s cricket has had a staggering increase with the 2017 World Cup itself proving to be one of the breakthrough tournaments. The Indian Women’s Cricket team has been performing brilliantly over the years and we at Ceatstrongly believe in supporting the sport. We are proud to sign Harmanpreet Kaur as our first women cricketer on board, who has been an inspiration to budding cricketers on and off the field. We believe that her dynamic personality combined with her performance on the field represents the values that Ceat believes in.”

     

     

  • Leading Indian tyre manufacturer Ceat gives a funny but innovative twist to its newly launched Fuel smarrt tyres

    CEAT launches digital advertising series

     

     

    Keeping up with the fast evolving pace of digital advertising, leading Indian tyre manufacturer Ceat gives a funny but innovative twist to its newly launched Fuel smarrt tyres by means of a digital advertising series.

     

    The digital advertising series is broken down into three videos of 25 to 35 seconds each that promote the need and alternatives of saving fuel by integrating humour of real-life situations faced by people every day. These videos went live on company’s digital platforms from yesterday (May 31).

     

    Speaking on the occasion, Nitish Bajaj, Vice President-Marketing, CEAT Ltd: “This is the first time that a tyre company has moved away from the conventional methods of product advertising and adopted a ground-breaking approach to increase customer engagement. The campaign spreads awareness about our pioneering range of tyres that helps in reducing the vehicle’s fuel consumption by co-relating with everyday life situations. We are extremely confident in developing an immediate consumer-connect with this new advertising approach which is perfectly in-sync with our quirky style of product promotion.” of products.

     

  • The idea is based on a simple premise, that drivers are often reluctant to fit speed sensors in their car

    CEAT’s latest campaign strums the emotional chords to the safety song

    By A Correspondent

     

    Leading Indian tyre manufacturer Ceat Ltd took a leaf out of its creative innovation catalogue as it launched its latest instalment of its Drive Safe Dad campaign. The focus is on discouraging dads from over speeding their vehicles which is one of the major factors for road accidents.

     

    Speaking on the occasion,Nitish Bajaj, Vice President-Marketing, Ceat Ltd said: “The campaign taps into the love and bond shared between a father and his child, encouraging them to be more responsible on the road and follow the rules, more diligently. Drive Safe Dad is a unique concept that merges with our purpose of safety seamlessly and we intend to take more such road safety initiatives in future.”

     

    Added Kiran Anthony, Executive Creative Director, Ogilvy & Mather: “Ceat Drive Safe Dad Bobblehead is the latest initiative in CEAT’s long standing commitment to fostering safety on Indian roads. Using a personalised reminder modelled on one’s child helped drive behaviour change in an effective and endearing manner, without sounding preachy.”