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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.