The latest release from Ceat Tyres reiterates the brand's position in the consumers mind. Both the television commercial and print ads hinge on the `toughness' platform established by the previous campaigns for the brand.

The television commercial titled ``Cliffhanger'' features a rock climber in peril, after she slips off a sheer cliff. A vehicle fitted with Ceat Tyres then comes to the rescue. Superior grip and sturdiness of the tyres being the obvious moral of the story. Shot on location at Malshej Ghats in Maharashtra, the campaign has been shot by ad-film maker Kunal Kapoor. What sets it apart from most other ad films is the fact that `Cliffhanger' is shorn of all computer generated images and special effects, claims the company.

Here comes the Sun

In an effort to create awareness for its financial products, Sun F&C Mutual Fund, partners of Foreign & Colonial Investment Trust has recently launched a nationwide print campaign comprising twoadvertisements. Says Nikhil Khatau, managing director, Sun F&C Mutual: ``We consciously chose not to advertise for our funds when we entered the markets two years ago. Now, with a proven track record, we are ready to advertise.'' Handled by Ogilvy & Mather Financial & Business Communications, the visually-appealing advertisements highlight F&C's pioneering initiatives in the mutual fund industry across the globe.