The Ad
The commercial opens on a still shot of a busy Indian road where one is likely to find ‘mahapurush’ people who think they own the road and sprint in front of vehicles, putting lives at risk. It shows a reckless pedestrian sprinting through traffic, forcing a motorcyclist to hit the brakes instantaneously, even as the pedestrian essays shamelessness, with the knowledge that despite his antics, he will somehow be saved each time. Still recovering from shock, the biker breathes a sigh of relief when he realises the jaywalker is safe, thanks to CEAT Superior Grip tyres. The pedestrian is then shown grinning sheepishly and
walking away.
Target Audience
Buyers of two-wheelers, pan-India
Business Objective
To fortify and increase market share in both the two-wheeler and four-wheeler segments. Also, to further build on consumer safety as a key proposition and achieve strong brand equity linked to safety.
The Appeal – The commercial highlights the functional benefits of CEAT’s superior grip with elements of satire and humour while also indirectly raising awareness on road safety.
>Functional
>Emotional
Competitive Edge
CEAT tyres has been consistently associated with the proposition of safety as a key priority since 2010. Its previous Be idiot safe and Tubeless campaigns, and the present commercial too takes the thought forward. The two-wheeler rider is the most vulnerable to accidents, being subjected to the whimsical ways of Indian roads. The history of the brand and its consistent communication around safety and better grip on the road give it a competitive advantage and high recall in the category. While this ad deals with two-wheelers specifically, there are two more commercials in the campaign which will be released later this year. These are aimed at expanding the proposition beyond two-wheelers to four-wheelers.
Tone of Voice
Sarcastic, humourous
Verdict
With In the Game of Roads, CEAT Helps, CEAT takes the concept of its Be idiot safe positioning to the next level. The ad clearly communicates CEAT’s message on road safety and how its tyres can help prevent accidents, keeping in mind Indian traffic conditions and pedestrian behaviour. While the previous campaigns reflected common road behaviour, the current series focusses more on the pedestrian who makes every rider/driver’s worst nightmare come true — be it the fellow in a hurry who comes in front of your bike without any warning or the one who thinks he can stop any vehicle by only putting up his hand. The usage of names for such people such as Usain Bolt strikes a chord with viewers with its bang on sarcasm. Even as the commercial depicts stark similarities with previous campaigns, the space is potent for multiple personality renditions. The campaign is well aligned with its objective of long-lasting association with safety and instills a road safety message, albeit that is nuanced.
For us, it is the execution and the humourous Indian insights that take away the cake. The campaign will run across television and will be supported by digital
and OOH.