Campaign details

Brand: CEAT
Brand owner: RPG Limited
Lead agency: Ogilvy Mumbai
Country: India
Industries: Tyres, fuel, accessories, services
Media 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 and championing initiatives to make Indian roads safer. The It Helps campaign built CEAT's association with safety-related functional product attributes, leading to an increase in volume.

Market background and cultural context