CEAT Makes Bike Riders Monsoon Smart
To ensure safe travel for bike riders against uncertainties during the monsoon season, CEAT Limited, a leading tyre manufacturer has launched its latest TVC ‘Nehlau’. Conceptualised by ‘Ogilvy and Mather’, the TVC addresses the core issue faced by bike riders of water splashes and getting drenched owing to the onslaught of larger vehicles moving past at high speeds. Such scenario can lead to slippage of vehicle or an accident. In order to prevent slippage of vehicles and ensure stronger tyre grip on wet roads, CEAT TVC announces the launch of its monsoon smart range of tyres.
With its tongue-in-cheek humour, the TVC sets the narrative keeping its character Mr. Nehlau in the limelight. The story depicts the common incident observed on the roads during rainy season, wherein a super-fast vehicle driven by Mr. Nehlau takes an immense pleasure in splashing water on the passing by vehicles and pedestrians. At the end of the TVC, CEAT tyres save the biker from the huge water splash while conveying the strong message of ensuring safety of bike rider in difficult rainy situations.
Commenting on the TVC, Mr. Nitish Bajaj, Vice President Marketing, CEAT Limited said, “Our latest commercial once again endorses CEAT’s commitment to road safety and superior tyre grip. With this TVC, our attempt is to ensure safety of bike riders from all the hazards that come along during the monsoon season, which can challenge the riding experience. Tyre plays a crucial role in holding the ground, which is direly needed for bike riders in such season. And, our range of All Season Bike tyres can prove to be a suitable solution to tackle any possible uncertainties this monsoon. We hope to appeal to the young and bold breed of bike owners who seek the hassle-free road travel.”
According to Rohit Dubey, Senior Creative Director, Ogilvy and Mather, “In the universe of tyre advertising, 'CEAT ka hai andaz-e-bayaan aur'; and that's what drives us every time we craft a communication. Modern consumer has an attention span of a mayfly and commercials are watched on mute in gyms, lounges and lobbies. Just an insight is not enough. And that's the raison d'être of our time-slice treatment. The arresting visuals compound the insight and in its full glory, the campaign carries forward the classical satire tone of ‘For the game called road’ campaign.”
“At a sub-cutaneous level, this campaign is not just about sensitizing the consumer to CEAT’s ‘All season tyres’, it’s also an attempt in bolstering our brand voice. We intend to strike a chord with bikers not just as a tyre manufacturer, but as a riding mate who knows what they go through”, he added.
The film has been shot in Film city Mumbai and directed by Arun Gopalan.
CEAT’s brand positioning has always been geared towards focusing on the tyres’ superior grip which provides a safer travelling experience. This is one of the many initiatives CEAT has undertaken to reiterate its audience connect. Earlier, CEAT Tyres launched several initiatives to promote road safety as well which includes the recent breath analyser and bobble head campaigns.
- Creative Agency: Ogilvy & Mather, Mumbai
- Executive Creative Director: Kiran Anthony
- Senior Creative Director: Rohit Dubey
- Creative Director: Nikhil Waradkar, Sohil Wadhwania
- Copywriter: Riti Hamlai
- Account Management Team: Harsh Bhatt, Pradeep Rao, Saurabh Archarekar, Hardik Parekh
- Account Planning Team: Arjun Vedanayagam
- Production House: Story-tellers.in
- Producer: Zina Khan
- Director: Arun Gopalan