CEAT Tyres: CEAT Creates A First Time Ingame Innovation To Drive Road Safety Message

CEAT, a tyre manufacturer, successfully engaged its audience of men in India using a mobile game while delivering its message in a way that was not disruptive to the gaming experience.

Campaign Details

Brand: CEAT TyresLead Agency: Isobar IndiaRegion: APAC

Strategy

Objective

CEAT is one of the most recognised brands in the country which has been promoting safer and smarter mobility for the longest time. Amidst heavy competition from the likes of MRF, JK Tyre and Apollo Tyres, CEAT has always maintained its status of a technically savvy tyre-maker and a highly profitable company. But to make a staid category like passenger tyres appear smart and sexy while maintaining innovation, brand recall value and increasing brand engagement is indeed a challenging task for any marketer. Hence,...

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