Brand: CEAT Tyres
Lead Agency: Isobar India
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, talking about the product benefit while being innovative and engaging was the main ask from the brand.
Our objective was to drive the message to the actual motorists using user generated actions in an interesting and interactive way, such that they recall the brand and it's communication without sounding preachy and boring.