Lakshmi Narayanan B decodes CEAT's innovative approach to cricket marketing

In this interview, Lakshmi Narayanan B, Chief Marketing Officer, CEAT Ltd, delves into CEAT’s creative integration of cricket into its marketing strategy ahead of the India versus Pakistan match during the ongoing Cricket World Cup 2023. Discover the inspiration behind this unique approach and the brand’s vision to become a hub for cricket insights and analysis. We also explore the challenges and opportunities in leveraging the much-anticipated rivalry match and how CEAT aims to stand out in the competitive world of cricket-related brands. Excerpts:

CEAT’s integration of a cricket theme on its website ahead of the India Vs Pakistan match is quite innovative. Could you share the inspiration behind this move and how it ties into the company’s marketing strategy for the CWC 2023?

Our inspiration began with the completion of our 25th CEAT Cricket Rating. As we engaged with numerous fans, including many dedicated enthusiasts, it became evident that CEAT wanted to foster and commemorate conversations about cricket and celebrate the ongoing season. We saw this as a remarkable opportunity for the brand to evolve and align itself with the current cricketing season, offering a unique brand perspective. Thus, when you visit the website, you'll step into an entirely distinct world designed to portray our category in a cricket-themed manner. This was our driving motivation.

The CEAT Time Out series with Matthew Hayden seems like a fantastic addition to keep cricket fans engaged during the CWC 2023. What unique insights or content can viewers expect from this series, and how does it complement CEAT’s brand image?

CEAT Timeout is an exciting initiative we've undertaken, and our partnership with Matthew Hayden has encouraged us to be highly innovative. As you explore our content, you'll notice our dedication to experimenting with different approaches. Our first piece is already live, and we're gearing up for the release of the second one within a week. Our objective is to offer a unique perspective through the lens of a cricket rating, shedding light on how they perceive the cricketing world. We're also keen on capturing the viewpoint of cricket fans. In the near future, we'll delve deeper into this realm, working to create a parallel world of content that resonates with CEAT's closely connected audience. In essence, expect us to continue pushing boundaries and experimenting in this space.

What are the key features of CEAT’s cricket-themed website transformation and how is it designed to enhance the overall customer experience? What can cricket fans look forward to when visiting the website?

It's crucial for us to approach things with a fresh perspective. Even when it comes to something as significant as a warranty in the tire industry, connecting it to cricket-related communication creates a strong bond. We do this primarily to enhance customer loyalty and engagement. Our website receives a substantial amount of organic traffic, and we aim to captivate and retain this audience. While our brand is already recognizable, establishing lasting connections through these initiatives is a top marketing priority. We see cricket as a powerful tool to achieve this goal.

CEAT Cricket Ratings (CCR) sounds like a significant offering. How does this feature provide value to cricket fans, and what kind of information and statistics can they access through this platform?

For the first time, we've partnered with a media outlet that allows people to enjoy the entire event, and this is one of the most significant distinctions in our CEAT Cricket Rating initiative. We are committed to continued experimentation. This endeavor has garnered credibility over the years. As we move forward in the year and prepare for the next edition, we're looking to delve deeper into statistics, potentially exploring AI-based statistics. We'll keep you posted on these developments when the time is right, as we aim to offer more to cricket fans.

CEAT is striving to become a hub for cricket insights and analysis. How do you see this strategy impacting CEAT’s brand visibility and engagement during the CWC 2023, and beyond?

We are well aware of the significant impact of our investment in the Indian Premier League, particularly the T20 version, through the CEAT Strategic Timeout, which has been a powerful presence over the past decade. Our primary goal has been to enhance the visibility of the CEAT brand. There are two key drivers behind this strategy. First, our long-standing association with cricket has been instrumental in this endeavor. Secondly, we have a strong presence in the world of cricket gear, as evidenced by our prominent placement on the bats of players like Rohit Sharma, Shubhman Gill, Shreyas Iyer, and more. Our aim is to continue this legacy.

Building a property over 25 years has been a labour of love and dedication. We've received numerous requests to not only keep the CEAT Cricket Rating as an annual event but also to engage with the audience year-round. These are the two primary reasons for our approach. Firstly, it helps us maintain our brand's prominence and marketing objectives. Secondly, there is a growing demand to keep the CEAT Cricket Rating at the forefront of the cricketing world. Our initial collaboration with Sunil Gavaskar and Matthew Hayden received a warm response, which encouraged us to expand the CEAT Timeout initiative further.

In the competitive landscape of cricket-related brands and sponsors, what differentiates CEAT’s approach and how do you plan to stand out and connect with the cricket-loving audience?

The primary distinction for CEAT lies in our deep passion for cricket, which sets it apart as a tool of engagement rather than just an investment. This genuine enthusiasm is our foremost strength. Second, our association with the sport runs much deeper than mere lip service. We have a track record of being connected with numerous cricketers, demonstrating our authentic commitment to the sport. As we expand our involvement in both men's and women's cricket, we see a significant opportunity to engage with the audience and convey the essence of what we do. So, in essence, the two key elements are our unwavering passion for cricket and our grounded, authentic approach to the sport.

What is the kind of reception and feedback that you have received so far from cricket lovers regarding these initiatives? Have there been any notable responses or outcomes that you'd like to highlight?

One specific example that truly stands out is from the 25th edition of the CEAT Cricket Rating. I had the pleasure of meeting one of the superfans, and the level of enthusiasm and excitement they exhibited towards the sport and the event was absolutely extraordinary. The passion these fans have for cricket is palpable, especially when they travel around the world and visit different stadiums to support their country and various players in various forms of the game. CEAT Cricket Rating serves as a unique platform for them to engage in discussions about the sport, and this is the driving force behind our initiative.

In the future, you can expect us to further engage with cricket fans, and we are open to superfans reaching out to CEAT. We would be delighted to collaborate with all of them. Our aim is to promote the sport, connect with a wider fan base both within the country and internationally, and we're more than willing to contribute to that effort.

What are the main challenges and opportunities in effectively leveraging the India Vs Pakistan match as a focal point for brand promotion during the CWC 2023?

Your question pertains specifically to the highly passionate and emotionally charged India-Pakistan cricket matches. These contests carry a deep historical significance given the records established over many decades. For CEAT as a brand, the foremost goal is to utilize such opportunities to introduce various initiatives, such as the transformation of our website into a cricket-themed platform. With CEAT's offerings, we have already initiated work on the Timeout program. This cricketing season, particularly on an international level, serves as an occasion for CEAT to present itself to the world of cricket.

It's one thing for a brand to put forth a communication effort, and we are launching a digital campaign where individuals can create their own terrain and play on it, aligning with CEAT's core business in tire technology for various terrains. However, the significant point to emphasize is that while many brands run digital campaigns, truly transforming the space of cricket requires a profound passion for the sport and a long-term commitment to investing in it.

Looking beyond the CWC 2023, what is the long-term vision for CEAT’s cricket-related marketing and customer engagement strategies, and how do they fit into the broader brand strategy?

Our brand is primarily driven by a shared passion, and we cater to customers who are eager to step out of their comfort zones and explore the world. This same passion extends to our involvement in the world of cricket, making the language and ethos of the brand consistent across both product and cricket spaces. This synergy is of great significance to us, and it forms the core of our approach to engaging with cricket. We are enthusiastic about collaborating with superfans and taking the sport of cricket to even greater heights across the world.

We invite you to explore our website, which has been meticulously designed with a lot of thought. There were internal discussions and debates about transforming a brand for the cricket space, and we decided to embrace this challenge. When you're deeply committed to a sport and have been promoting it for many years, it makes sense to be fully engaged and to do what you believe is essential. So, please enjoy the website and our perspective on cricket. We're always open to learning and further engagement, so we eagerly await consumers' feedback to see how we can continue to progress in this exciting journey.