CEAT has launched a new brand campaign that will help to improve the company’s market position both in terms of shares as well as imagery. The advertisement was conceptualised by Ogilvy & Mather Mumbai and shot/directed by renowned Australian film-maker Mark Toia in South Africa. Toia has an experience of making numerous automobile brand ads before this.
Nitish Bajaj, VP Marketing, Ceat Tyres said, “The earlier Nimbu Mirchi campaign (with actor Irrfan Khan) has worked well for the brand enhancing the mass-appeal and now with this new campaign premiumisation is the endeavor. We hope to appeal to the new, young and bold breed of urban SUV owners who seek the thrill of long road trips and frequent adventure by road”
According to Anup Chitnis, executive creative director of Ogilvy & Mather South Asia, safety and grip have been the locked-in qualities for the brand. However, this time the task was to up the scale for the brand.
Chitnis added: “This campaign aims to attract the SUV car owners towards considering Ceat as their preferred tyre brand when they go in for replacement.”
Commenting more on the company’s expectations from the advertisement, Nitish Bajaj said, “Our core is safety and that would remain – with this campaign that plays on a father-son relationship we are trying to bring in more nuances to the brand.”
This campaign will involve OOH, digital, TVC and on-ground activation.
In this highly competitive market, CEAT has a market share of around 10% as per the sources. However, the tyre maker still has a lot of ground to cover in the OEM segment because initially the capacity of its manufacturing units was low. Now, a dedicated team will focus on improving the OEM segment.
It has been observed that more than 25% of the customers typically went with the Original Equipment Manufacturers to replace their tyres. Therefore, the OEM segment is an important market to ensure long term growth.
Watch the CEAT Advertisement below-