MUMBAI: India’s leading tyre manufacturer CEAT Ltd has released new television commercial today, which aims at communicating the importance of superior grip tyres in keeping the scooter users safe. This is a part of its ongoing two wheeler campaign “CEAT It Help” which is based on real road insights wherein tyres play an important role in keeping the rider safe from unavoidable obstacles during daily commute on Indian roads.

CEAT TV campaigns are mainly based on issues of road safety to drive home the importance for its tyres and this TVC is no different in delivering the brand purpose of making mobility safer and smarter every day.

CEAT marketing vice president Nitish Bajaj said, “Scooter tyres are an important and a fast growing category for CEAT. We are launching the campaign in Tamil Nadu on TV and digital mediums and plan scaling it up pan India henceforth. Women users are a key growth driver for the scooter sales and this will the first time a major tyre manufacturer has singularly focused on women users in the category.

The brand communication for CEAT always focusses on smart and safe mobility on Indian roads and you will see that all our TV campaigns come together to convey the same message to our consumers from different walks of life.”

The half a minute video showcases a progressive woman riding her scooter in a crowded market with her kid, when all of a sudden, ‘Kamla’ a rogue cow comes in her way. Kamla is a pivotal character in the film that adds humour and catches viewer’s attention, and this is the first time CEAT has moved its attention from human jaywalkers to street animals. A freeze frame effect is used to build the anticipation of a collision, which is safely avoided in time due to CEAT tyres’ superior grip.