Ceat: A 'Gripping' Tale

The 'Our Grip, Your Stories' campaign targets the young and premium SUV owners with the aim to increase awareness and drive sales for Ceat SUV tyres.

Indian tyre manufacturer Ceat has launched a new TVC titled 'Our Grip, Your Stories', with the aim to increase awareness and drive sales of its range of SUV tyres. The campaign conceptualised by Ogilvy & Mather will be promoted heavily on television and digital media.

'Our Grip, Your Stories' targets the young and premium SUV owners who like to explore all kinds of demanding terrains while cruising down in their SUVs. The TVC, through the tale of a father and son, highlights how a great tyre grip can lead to amazing journeys, and create stories to be cherished for a lifetime. Directed by Australian film-maker Mark Toia, the film has been shot in South Africa.

Commenting on the campaign, Nitish Bajaj, vice-president, marketing, Ceat, says, "Our Grip, Your Stories targets the young and bold breed of premium SUV owners who seek the thrill of exploring demanding road terrains. The campaign showcases the superior grip and control offered by Ceat SUV tyres which makes them the preferred choice for consumers seeking safe and smart driving experience."

Anup Chitnis, national head, Ogilvy, adds, "In tone and imagery, we are all set to take brand Ceat to a higher pedestal, with a lot of premium and classy appeal. Safety and grip has always been strongly associated with Ceat tyres, and the task this time has been to up the scale."

Ceat's brand positioning has always been geared towards focussing on the tyres' superior grip which provides a safer travelling experience. As an organisation, this is one of the many initiatives Ceat has undertaken to reiterate its audience connect. The brand has launched several initiatives to promote road safety including a nation-wide road safety drive 'Drive Safe Dad', for which it roped in Party Hard Drivers (PHD) and a Mumbai and Pune-based chauffeur service to reduce road mishaps and drunk-drive cases. Ceat also tied up with the kids edutainment chain KidZania, engaging more than 500 children in Mumbai in the age group of 5-10 years. The campaign, which aimed to educate children on the nuances of safe driving, was executed in a manner that was fun. Apart from this, the tyre manufacturer also runs a programme called 'Swayam', which trains economically less-privileged women by giving them driving lessons in order to empower them and make them self-reliant.

A flagship company of RPG Enterprises, CEAT offers a range of tyres for all segments and manufacturers including heavy-duty trucks and buses, light commercial vehicles, earthmovers, forklifts, tractors, trailers, cars, utility vehicles, motorcycles, scooters and auto-rickshaws. It claims to have a major market share in the truck, light truck, and the two-wheeler segment.