MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network that handles the digital duties for CEAT Tyres, recently released a campaign to spread awareness on road safety during the road safety week. The campaign took forward CEAT Tyres’ ‘Safety First’ objective by adopting a sarcastic-yet-amusing route of communication.

To strengthen brand recall and to build relatability, Isobar India struck a resonating chord with their social media audiences by personifying daily objects that are used in an unsafe manner while driving.   

Attracting commendable engagement across all social media platforms, the campaign garnered more than 200% engagement on the page with an average reach of over 1 lakh across a week-long activation.

Commenting on the association, Nitish Bajaj, Senior Vice President - Marketing, CEAT Limited says, "Our brand purpose is to make mobility safer and smarter. Everyday. Road Safety Week is an apt and a great platform to educate our community about safety. Also, this content helps in building better engagement with our consumers.”

Speaking on the launch of the Campaign, Shekhar Mhaskar, Executive Vice President, Isobar states, “It's been a journey of more than a year with CEAT Tyres. A journey during which we have embarked upon several integrated campaigns upholding the prime promise of the brand - that of safety for drivers, riders, and equally for pedestrians. As part of this continuum, there wouldn't have been a better time than the Road Safety Week to heighten the impact of the message in a manner that can be easily received by the audience.”