CEAT Gripp: Be Idiot Safe with CEAT Tyres

CEAT Tyres had a double-digit market share across its tyre portfolio in India in the 90s, but it had fallen to around 5% during the late 2000s.

CEAT Gripp: Be Idiot Safe with CEAT Tyres

Rahul Chawra and Ajay Menon

Campaign details

Brand owner: CEAT LimitedAgency: Ogilvy & Mather, Mumbai, IndiaBrand: CEAT GrippCountry: IndiaChannels used: Internet - general, Internet - microsites, widgets, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Social media, TelevisionMedia budget: 5 - 10 million

Executive summary

From being a strong player in years gone by, CEAT Tyres had become a shadow of its former self in India. The pressure on the numbers was gradually percolating from top-line to bottom-line.

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