CEAT TYRES – An ‘IDIOT’ AD

If I have to zero on one of the most innovative and impactful ad which caught my attention recently, I have to juggle among couple of ads before deciding the one..

·         Airtel’s new campaign – “Har ek friend zaroori hota hai”..Mindblowing!!

·         Cadbury’s new ad in which boy flirts with a girl by asking for chocolate  – “ Kuch Shubh karne se pehle meetha ho Jaye”.

They are good but one company which really went out of the way and came up with altogether different marketing strategy and advertisements is CEAT tyres with their new campaign – “An IDIOT Ad”

Ceat tyres has recently caught attention with innovative and out of the box advertisements. The industry which focussed on macho man and stunt ads till date, has something new to offer . CEAT has come up with a new marketing strategy which focuses on “grip” of tyres and their new commercials are related to that.

Eye catching, precise and impactful!

What’s their strategy behind this campaign and why it connected with people?

• ·         New brand positioning – CEAT tyres have a better grip. They have positioned themselves in an altogether different category that focuses on grip which no one till date has tried to capture. They have tried to create an impact in mind of consumers that CEAT tyres are safe

• ·  Emotional connect with people as this is a situation which most of us face day in day out due to the extreme traffic on roads, level of danger involved while travelling on 2 wheeler and frequency of stupidities which happen on roads – The one who does that has been called as “IDIOT” due to which most of the accidents happen.  This campaign has created an impact and this signifies how the advertisements which are closer to reality make a more powerful impact on people

• Social message – A message has been delivered signifying what could be the repercussions of not following traffic rules and not being attentive on roads (couple coming back from a movie and cut off by a speeding SUV, guy has to suddenly brakes because of small girl in middle of road). You need to travel carefully on roads

Such advertisements create a long lasting effect and improve the brand recall. Kudos to Ogilvy India and team!!