It's idiot proof, shows CEAT Bike Tyres' new campaign

The new communication tries 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 has launched a 360 degree marketing campaign to promote Bike Tyres category. Other than the regular Above The Line advertising, the company is exploring some innovative options too. As a part of the promotional activities the company is undertaking an initiative to spread awareness about good road etiquettes. To do this, the company has launched a website called www.beidiotsafe.com.

The website will showcase content on bad driving, traffic violations and dangerous road habits. It will purely be a social initiative. The objective of this initiative is to educate the visitor with different types of people who do not follow the traffic rules and regulations.

Talking about the new campaign, Arnab Banerjee, Executive Director Operations, CEAT Limited said, "We want to increase our market share in the two-wheeler category, and this campaign aims to address that. The campaign is mainly launched to promote the USP of our product and address the target segment that we have identified. The cornerstone of proposition is that CEAT Bike Tyres are the best tyres to navigate the chaos on the Indian roads because of the superior grip it offers."

"Companies are increasingly adopting cause based marketing approach as it helps brand as well as society at large. We felt that there is a need to address the road discipline issue as India scores the highest globally when it comes to road accident deaths" added Mr. Banerjee. | By Prabha Hegde [prabha(at)adgully.com]