Adgully Exclusive | Was born tough now cruising smooth: CEAT

CEAT Ltd recently launched a campaign for Bike Tyres. The brand added new products in its Bike Tyres category and was seen promoting core benefit of superior grip for this range of tyres which gives better brake control for the rider.

The new communication tried to convey that our roads are filled with "idiots'- who do not follow road discipline and which can lead to fatal accidents. Since one cannot identify a careless pedestrian or driver, the new CEAT Bike Tyres is the answer for an unexpected crisis situation. As the tyres have a superior grip to enable a biker to stop at will and avoid an accident.

The company also launched a 360 degree marketing campaign to promote Bike Tyres category. As a part of the promotional activities the company undertook an initiative to to spread awareness about good road etiquettes. To do this, the company launched a website called www.beidiotsafe.com.

Adgully caught up with Ritesh Patel, Brand Manager, CEAT Ltd, to know more about the newly added products, the new campaign and the brand's plans for the year.

Talking about the brand-idea behind the "idiot-free campaign", Patel says, "The creative idea behind the advertising campaign is that our roads are filled with Idiots who do not follow road discipline and prove fatal for everyone else. Since, you cannot take these idiots off the road; you need to deal them in your daily routine. Hence, your tyres should have a superior grip to enable you to stop at will and save yourself from such idiots."

Adding further about the new addition to their two wheeler category, he adds, "CEAT has a comprehensive range of two-wheeler tyres for Scooters and Bikes. We have added new products in the two-wheeler category currently. CEAT bike tyres are tested for Grip on the road and it has shown the best results vis-a-vis competition. We are promoting the same value proposition for CEAT Bike Tyres range."

Patel recognises huge opportunity for the brand in India as there has been unprecendented growth in the Indian auto segment now. "Growing purchasing power of consumers in small towns and rural India has presented two-wheeler products with a new lot of opportunities," he adds.

While talking about the most important challenge to the brand, Patel says, "Rubber prices have shot up heavily and it has put a heavy pressure on margins which remains the biggest challenge for the company."

"The brand will continue to focus on small towns and upcountry market; with value based marketing approach. Work closely with consumers to understand their functional and emotional needs and offer solutions to their problems rather than just a plain product," Patel says while signing off. | By Prabha Hegde [prabha(at)adgully.com]

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