Ceat offers a way to dodge road idiots in new ad campaign

Tyre manufacturer, Ceat has launched a new ad campaign for its new portfolio of products in the bike tyres category.

The ad campaign revolves around Indian roads, which are filled with idiots who do not follow road discipline, aiming to drive home the point that Ceat tyres offer superior grip that enable one to stop with ease and dodge fatal situations.

''The cornerstone of proposition is that Ceat bike tyres are the best tyres to navigate the chaos on the Indian roads because of the superior grip it offers,'' said Arnab Banerjee, executive director, operations, Ceat Limited.

The company has launched a 360-degree marketing campaign to promote bike tyres category. Besides above the line activities, Ceat has launched a website beidiotsafe.com that aims to showcase bad driving, traffic violations and dangerous road habits.

''We want to increase our market share in the two-wheeler category, and this campaign aims to address that. The campaign is mainly launched to promote the USP of our product and address the target segment that we have identified.''

''Companies are increasingly adopting cause based marketing approach as it helps brand as well as society at large. We felt that there is a need to address the road discipline issue as India scores the highest globally when it comes to road accident deaths.''

Ceat Tyres, the flagship company of RPG Enterprises, is one of India's leading tyre manufacturers and has a strong presence in both domestic and international markets.

It manufactures radials for all Indian vehicles including heavy-duty trucks and buses, light commercial vehicles, earthmovers, forklifts, tractors, trailers, cars, motorcycles and scooters.