CLIENT
Ceat
Nitish Bajaj, Marketing VP, Ceat
AGENCY
Harsh Bhatt, Sr VP, Ogilvy India
Kiran Anthony, Group Creative Director, Ogilvy India
Rohit Dubey, Senior Creative Director-Copy, Ogilvy India
Sohil Wadhwania, Associate Creative Director, Ogilvy India
Riti Hamlai, Creative Controller-Copy, Ogilvy India
Prem Narayan, Head of Planning, Ogilvy India
Arjun Vedanayagam, Senior Planning Director, Ogilvy India
Pradeep Rao, Client Servicing Director, Ogilvy India
Saurabh Acharekar, Account Director, Ogilvy India
SUMMARY
CEAT, India’s 2nd largest tyre manufacturer, had to grow volumes despite 3 key challenges – cheaper Chinese imports, lack of racing credentials/associations and lack of manufacturer (OEM) tie-ups. Market leader MRF dominated the OEM market and had strong racing credentials. To grow, CEAT built a strong association with safety via the ‘It Helps’ platform, by highlighting the stopping power of CEAT tyres and championing initiatives to make Indian roads safer. The ‘It Helps’ campaign built CEAT’s association with safety-related functional product attributes, leading to an increase in volumes.
