Public Provident Funds and HUFs

This is an issue that is several years old, but we revisit it because too many people are still...

Premium Content
Monthly Digital Access

Subscribe

Already A Subscriber?
Login
Yearly Digital+Print Access

Subscribe

Moneylife Magazine Subscriber or MSSN member?
Login

Yearly Subscriber Login

Enter the mail id that you want to use & click on Go. We will send you a link to your email for verficiation
Excess Employment

Even while the Reserve Bank of India (RBI) protests increased interference and supervision by...

Premium Content
Monthly Digital Access

Subscribe

Already A Subscriber?
Login
Yearly Digital+Print Access

Subscribe

Moneylife Magazine Subscriber or MSSN member?
Login

Yearly Subscriber Login

Enter the mail id that you want to use & click on Go. We will send you a link to your email for verficiation
Ceat Tyres: Yup, the streets ARE filled with idiots!

Finally, a campaign for tyres that is grounded in reality, and which connects immediately with vehicle owners

After a loooong time, Ceat Tyres is back into the world of advertising. Wonder where they disappeared for all these years.

According to some media reports, the organisation has been in a financial jam for some time, so that perhaps explains their absence from the media.

Anyway, the tyre-maker has launched a new ad campaign for its two-wheeler bike tyres. And I must say I completely agree with their strategy. It's quite bang-on. This is something tyre manufacturers should have come up with a long time ago. They have focussed on India's perilous driving conditions (without being diplomatic), and the need for a tyre that has the sharp grip to deal with this lethal, everyday challenge.

God knows how many lives get lost on desi roads, not just because we don't care for the rules, not just because the various RTOs give away driving licenses like chana watana, but also because of substandard vehicles and their poor body parts.

So, no lifestyle imagery, no dramatic bike-racing shots, no rock music, no macho studs and yup, no pretty bimbettes. The campaign is grounded in reality, and connects immediately with the bike riders. And other road users.

In one commercial, a moronic dad recklessly lugs his baby on a pram across the city roads, while yapping away on his cell phone. (Looks like the dolt took Idea's 'Walk when you talk' campaign seriously!) And he and the baby almost get run over by a bike rider, who thankfully is able to halt in the nick of time, courtesy the grip of his Ceat Tyres. 'The streets are filled with idiots', warns the voiceover. And I so agree with that.

Similarly, in another film, a couple is on their way home on a bike, and the two are seen excitedly discussing a movie they've just watched. Suddenly, a crazed
sedan driver zips across right in front of them. And the quick brakes, aided by the tyres, save their lives. By inches.

Good, hard-hitting stuff. Perfect strategy, heart-stopping creative. And a realistic execution. Hope the Ceat suits have enough funds to milk this particular campaign out.

And I hope we get to watch many more such TVCs in the coming days. As an added bonus, some idiots, after watching these ads, will be a little more careful on our deathly roads. Hopefully.
 

User

COMMENTS

Aroop Bose

6 years ago

Hey I think something is seriously wrong with the campaign, aren't the motorcyclists the worst offenders on Indian roads? Well at least that is what I have always observed whenever I am on the road.

Adi Daruwalla

6 years ago

I agree with Anil Thakraney that the CEAT campaign is spot on. This as far as perilious conditions of riding are concerned in this country. (BUT) I dont agree with the advertisement that shows the man irresponsibly crossing, that to with a child in a pram and not at a pedestrian crossing. He also has the audacity to spray expletives at the rider. Why should we accept this?This will be an encouragement for pedestrians to be in the wrong and then display their false might. This should be brought to the notice of CEAT. Over all correct in concept, including the other ads.

Girish Shahapurkar

6 years ago

yes... the roads are filled with idiots... and I own some Ceat shares... :)

We are listening!

Solve the equation and enter in the Captcha field.
  Loading...
Close

To continue


Please
Sign Up or Sign In
with

Email
Close

To continue


Please
Sign Up or Sign In
with

Email

BUY NOW

The Scam
24 Year Of The Scam: The Perennial Bestseller, reads like a Thriller!
Moneylife Magazine
Fiercely independent and pro-consumer information on personal finance
Stockletters in 3 Flavours
Outstanding research that beats mutual funds year after year
MAS: Complete Online Financial Advisory
(Includes Moneylife Magazine and Lion Stockletter)