CEAT: It Helps – Putting safety first

Arjun Paul Vedanayagam, Rahul Bhardwaj

CEAT, India's second largest tyre manufacturer, grew volume by associating its products with safety.

Campaign details

Brand: CEATBrand owner: RPG LimitedLead agency: Ogilvy MumbaiCountry: IndiaIndustries: Tyres, fuel, accessories, servicesMedia channels: Events & experiential, Online video, Social media, Television

Executive summary

CEAT, India's second largest tyre manufacturer, had to grow volume despite three key challenges – cheaper Chinese imports, lack of racing credentials/associations and lack of manufacturer (OEM) tie ups. Market leader MRF dominated the OEM market and had strong racing credentials.

To grow, CEAT built a strong association with safety via the 'It Helps' platform, by highlighting the stopping power of CEAT tyres...

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