Country's one of the popular tyremaker CEAT has come up with a new commercial that comes up with a primary focus that highlights the benefits of tybeless tyres by emphasizing on the hazards of tubetype tyres via relevant consumer insight. The TV Campaign, set to hit in IPL, has two distinct TVCs showing the human nature of lying to hide their mistakes. At the same time, the campaign will also highlight how tubetype tyres are prone to accidents and these hassles that can be avoided due to the use of Tubeless Tyres.
The first TVC shows the wife applying first aid to her husband who claims to get into a fight for a good cause to while the truth is that a puncture in his tubetype tyre causes the accident. After a while, his son complains about the puncture he notices in the bike. The second TVC shows a teenager lands up in a hospital where he is being treated by a cute nurse. The ad progresses integrating dual communication where the teenager lies about the accident to the nurse to impress her and avoid embarrassment while the visuals reveal the truth behind the incident.
Speaking more on the occasion, Arnab Banerjee, ED-Operations, CEAT Limited, said, “The tubeless tyre market for Motorcycle is poised for rapid growth given safety and convenience associated with Tubeless tyres. We see a strong fit of Tubeless proposition with the safety platform that CEAT consistently stands for. With bike manufacturers also starting to migrate to Tubeless across segments, we felt this was the right time to popularize our tubeless range through a dedicated TV campaign.” Adding to it, Nitish Bajaj, VP, Marketing, CEAT Tyres, said, ““We at CEAT believe in developing strong campaigns using consumer insights as a base is very important so that the product reaches to the right segment. With these two TVCs, we have tried to showcase our main objectives i.e. safety and necessity to upgrade from tube-type to tubeless tyres. With the ever increasing incidence of accidents plaguing the country, switching to tubeless tyres will help in controlling this number making Indian roads safer for two- wheelers. We are hopeful that this campaign will ensure that the entire potential of a growing market is tapped.’’
Anup Chitnis, Executive Creative Director, South Asia, Ogilvy & Mather, Agency behind the creative idea, said, “The campaign insight came from a very real biker behavior. A fall from his bike hurts a biker deeper than any bruise on his body; it hurts his ego. And more often than not, it leads to dire consequences – he’s typically asked to forego riding the bike in future and travel by ‘safer’ alternatives, viz. a bus or an auto. For the younger lot, it’s the mother and for the middle aged men, it’s the wife who they dread the most after a fall. In fact, they’ll go out of their way to hide it, even make up stories. We brought alive two such relatable stories entertainingly.”
