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Ceat's satirical take on how commuters & drivers act during monsoons

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MUMBAI: To ensure safe travel for bike riders against uncertainties during the monsoon season, Ceat Limited, a leading tyre manufacturer, has launched its latest TVC ‘Nehlau’.  Conceptualised by ‘Ogilvy and Mather’, the TVC addresses the core issue faced by bike riders of water splashes and getting drenched owing to the onslaught of larger vehicles moving past at high speeds. Such scenario can lead to slippage of vehicle or an accident. In order to prevent slippage of vehicles and ensure stronger tyre grip on wet roads, Ceat TVC announces the launch of its monsoon smart range of tyres.

With its tongue-in-cheek humour, the TVC sets the narrative keeping its character "Mr. Nehlau" in the limelight. The story depicts the common incident observed on the roads during rainy season, wherein a super-fast vehicle driven by Mr. Nehlau takes an immense pleasure in splashing water on the passing by vehicles and pedestrians. At the end of the TVC, Ceat tyres save the biker from the huge water splash while conveying the strong message of ensuring safety of bike rider in difficult rainy situations.

Ceat VP marketing Nitish Bajaj said, “Our attempt is to ensure safety of bike riders from all the hazards that come along during the monsoon season, which can challenge the riding experience. Tyre plays a crucial role in holding the ground, which is direly needed for bike riders in such season."

According to Ogilvy and Mather senior creative director Rohit Dubey, “Modern consumer has an attention span of a mayfly and commercials are watched on mute in gyms, lounges and lobbies. Just an insight is not enough. And that's the raison d'être of our time-slice treatment."

“At a sub-cutaneous level, this campaign is not just about sensitizing the consumer to Ceat's ‘all season tyres’, it’s also an attempt in bolstering our brand voice. We intend to strike a chord with bikers not just as a tyre manufacturer, but as a riding mate who knows what they go through”, he added. The film has been shot in Film city Mumbai and directed by Arun Gopalan.

Ceat's brand positioning has always been geared towards focusing on the tyres’ superior grip which provides a safer travelling experience. This is one of the many initiatives Ceat has undertaken to reiterate its audience connect. 

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