CEAT Tyres: Monsoon safety campaign

CEAT Tyres, the tyre manufacturing brand, carried out a campaign to spread awareness of how a good tyre can keep the biker safe from accidents and becoming wet and dirty in India.

Campaign details

Brand: CEAT TyresLead Agency: KinnectRegion: APAC

Strategy

Objective

Tyres is a low involvement category and is more of a grudge purchase than a planned purchase. Most riders generally think of buying new tyres when the tyres are fully worn-out or are facing repeated punctures. The challenge was to drive higher sales. We thought of creating a new purchase occasion.

CEAT is the joint market leader in the mammoth 2-Wheeler tyre market in India. The route to growth is driving competitive-switch and our marketing actions were traditionally aligned to drive that. However, with this...

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