CEAT launches its latest manifesto Our Grip, Your Stories

TVC link: CEAT_45SEC 140116_02.mp4

Mumbai, January 20th 2016: Leading Indian tyre manufacturer CEAT Ltd. launched its latest TVC ‘Our Grip, Your Stories’ with an aim to increase awareness about its range of superior quality UV tyres.

Developed with a vision to accelerate saliency for CEAT, the campaign aims at striking a direct correlation with good vehicle control imagery, leading to higher consideration and likely purchase. The campaign talks about an interesting aspect about father and son relationship cementing during road trips.

In today’s world, the biggest anxiety a father faces is raising his children in a safe environment, encompassing life’s terrain and challenges. The TVC touches upon this aspect intricately and shows how a father introduces his child into his world. The campaign further goes on to show how the child’s imagination can be ingenuous to support a real life story, thereby manifesting CEAT’s safety motto in several ways.

Commenting on the TVC, Mr. Nitish Bajaj, VP, Marketing, CEAT Limited said, “Our Grip, Your Stories” attempts at striking an emotional connect with our discerning customer. We at CEAT believe in developing resilient campaigns encrusted with on-road insights shared by our audience. Our latest manifesto once again endorses CEAT’s commitment of offer supreme grip. It focuses on highlighting the off-roading benefits of UV tyres by demonstrating the capability to conquer any kind of terrain in an endearing way. We hope to appeal to the young and bold breed of urban SUV owners who seek the thrill of long road trips.”

According to Mr. Anoop Chitnis, National Head, Ogilvy, “In tone and imagery, we were all set to take brand CEAT to a higher pedestal, with a lot of premium and classy appeal. Safety and grip have been the locked-in qualities for CEAT; and the task this time has been to up the scale. This campaign aims to attract SUV car owners towards considering CEAT as their preferred tyre brand.”

The TVC highlights how an effective tyre with a great grip can lead to amazing journeys, ultimately resulting in memorable stories to cherish for a lifetime. It depicts an episode of a very endearing bonding between and father and son. It shows how an excellent tyre can enable one to get truly unbelievable experiences, and may in turn give wings to a child's imagination. It depicts CEAT's immaculate grip, and the resulting exciting stories of its users. The film has been shot in South Africa and directed by renowned Australian film-maker Mark Toia who has shot numerous automobile brand ads.

CEAT’s brand positioning has always been geared towards focusing 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. Earlier, CEAT Tyres launched several initiatives to promote road safety. They initiated a nation-wide road safety drive 'Drive Safe Dad'. CEAT tied up with the kids edutainment chain KidZania, engaging more than 500 children in Mumbai across the age group of 5-10 years. The campaign aimed at educating children on the nuances of safe driving, executed in a manner that was fun. Apart from this, the tyre manufacturer also runs a programme called Swayam which trains and empowers economically less-privileged women in driving skills.

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

·  Creative Agency:Ogilvy & Mather, Mumbai

·  Executive Creative Director:Anup Chitnis

·  Senior Creative Director:Mangesh Someshwar

·  Creative Director –Kapil Ojha

·  Account Management: Harsh Bhatt (Sr. Vice President), Saurabh Acharekar (Account Director), Mihin Mehta (Account Supervisor)

·  Production House:Famous Studios

·  Director:Mark Toia

For more information, please contact

Padma Rao l l 9833180409 / Kiwishka Prasad l 7506861969