CEAT Tyres rides Radhika Apte's 'Omnipresent' with #RoadSafetyAptHai

When Netflix viewers took to Twitter to troll actress Radhika Apte's repeated involvement in their original shows (Lust Stories, Sacred Games, Ghoul), rather than doubling down the OTT platform smartly owned up to their decision by putting out the Tweet: Whatever the role, Radhika Apte hai. Things just escalated from that point on and spilled on to the social media platform, Instagram with their latest gimmick 'Omnipresent'.

Latching on to the trend of Netflix and Radhika Apte memes, Netflix created a fake video and a movie poster called ‘Omnipresent’ - A spoof on Radhika’s involvement with multiple Netflix projects. CEAT Tyres took the lead and went ahead with the idea of omnipresence, but with the consideration and insight of Indian Roads. This spawned into #RoadSafetyAptHai by Ceat Tyres, with a topical post to stir conversations around Radhika Apte and Netflix India.

Stirring the conversational pot around current happening's has been a great way for brands to delicately build awareness for themselves without seeming intrusive. We have seen how the Twitter handle of Mumbai Police does a great job with this as well.

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