 "Trust CEAT Tyres over nimbu mirchi, Irrfan Khan says in new ad")
CEAT has unveiled a new Irrfan Khan-starrer TVC to promote safety of its tyres. The campaign has been conceptualized by Ogilvy India and aims to position CEAT Tyres as the life-saver in accident prone situations.
The insight for the ad stems from people’s belief in superstitions to bail them out of sticky situations. For instance, people tend to hang a nimbu mirchi on their car to prevent accidents and ward off bad luck.
[caption id=“attachment_80260” align=“alignleft” width=“380”] New CEAT Tyres ad promotes ‘superior grip’.[/caption]
The TVC opens to Irrfan Khan playing an army officer, driving around on terrible, mountainous terrain with an army jawaan. The latter is trying to hang a nimbu mirchi in the SUV somewhere for safety. Irrfan asks him whether he hangs one on his gun or his ties one on his army tank. The jawaan is befuddled and says no.
Cut to the shot where a man suddenly comes in the car’s way and Irrfan has to hit the brakes suddenly. He drives home the point that a car doesn’t need ’nimbu mirchi’ or superstitions to be safe from accidents, but just CEAT Tyres is more than enough.
Watch the TVC here:
Speaking about the campaign, Anup Chitnis, Executive Creative Director, South Asia, Ogilvy said, “Each time we hit the drawing board for CEAT, we make an effort to stay out of the blind spots that the tyre category suffers from, like a hollow proposition and overt styling masquerading as an ad. Hence, each of our attempts at showcasing CEAT’s superior grip and better control comes from a powerful insight.”
He added, “This time around, the insight of superstitions while driving was glaring at us in the face and it was way too juicy to pass. The best part was, even our partners at CEAT were all in to question driving beliefs. With this new communication we hope that while driving, people will rely less on superstition for safety and more on a product that delivers.”
Said Nitish Bajaj, VP, Marketing, CEAT Tyres said, “SUV is our vision category where we want to have a leadership share. After being successful in the bike segment, CEAT is very keen on repeating the same success in the SUV segment, too. The new UVR campaign has been developed after months of research and is founded on relevant consumer insight.”
Chitnis further described his experience while working with Khan. “There’s no one like Irrfan Khan to deliver such an idea. It was an absolute pleasure working with him, as he also brought a lot of fresh ideas to the table and helped the ad evolve.”
Credits:
Client:CEAT Tyres
**Creative Agency:**Ogilvy & Mather
Executive Creative Director:Anup Chitnis
Senior Creative Director: Mangesh Someshwar
**Creative Director:**Rohit Dubey
**Creative Controller:**Suman Adhikary
Account Management:Ajay Menon, Saurabh Achrekar, Disha Dhami
Production House: Soda Films
Director:Rajesh Krishnan
Producer:Ameya
Exposure: TV, print, outdoor, digital, radio and POS
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