CEAT has recently come up with an interesting campaign: The roads are filled with idiots: Be Idiot Safe with CEAT.
I think this is an excellent move by CEAT, because it is clutter-breaking in nature. We have been seeing a lot of ads about vehicle tires that provide a firm grip on the road, hence enabling sharp turns and stunts. CEAT on the other hand has come up with a different interpretation of the ‘firm grip’ quality – it helps in makings brakes effective, allowing an immediate stop on the road, which is necessary to protect oneself and loved ones from accidents caused by rash drivers on the road
Watch the campaigns here:
The ads are well crafted, and leave a strong imprint in our mind. They also prod a fear which lurks in everyone’s sub-conscious about the road safety of near and dear ones, hence making more impact than ads showing racers performing stunts.
An interesting facet to this equation is that of dealers and garage owners. On a lot of instances of purchasing new tires, the choice that a consumer makes is limited to picking between branded or unbranded tires. The choice of brand within the branded segment is left more to the garage personnel who are going to fit in the new tires. A consumer does not bother between Apollo, MRF and CEAT unless it is a price issue. (In that sense this industry is similar to the paints industry)
Hence, it remains to be seen whether the campaign has enough hooks on it to make the customer demand a specific brand instead of simply a ‘good branded tire’.