Ceat is looking to increase their market share in Bike tyre segment , have launched a new campaign - Our Roads are filled with idiots. The major objective of the campaign is to promote the usp of the product - the superior grip in their tyres. the superior grip gives better break control for the rider. the brief was to establish the brand in the bike tyre segment. and the 'idiot' concept launched. it says that the roads are filled with idiots who ignores the road traffic laws, which can leads to accidents.
The idea communicates that - CEAT tyres are the best tyres to navigate the disorder on the Indian roads because of it's superior grip.
They launched campaign with
- TVCs
- Print Ads
- Digital
- Ooh etc
The TVCs are aired with three different stories.
Please click to watch the above TVC - http://www.youtube.com/watch?v=JQ3FuwJyC9E
Please click to watch the above TVC http://www.youtube.com/watch?v=Li0AzJUnFFs
apart from these promotions, the company also undertakes an initiative to create awareness about road safety. they launched a website called
www.beidiotsafe.com. the website showcase the contents of bad driving and also the videos and photographs of bad driving etc. website every day updates latest messages regarding road safety
and also there is a contest where the contestants can spot the traffic violation in the uploaded videos and win prizes.
CEAT is the dominant player in the truck & bus and Passenger tyre market with the market share of 14% and 17% respectively. now they are aggressivly tapping the two wheeler segment. the tyre Industry in India witnesses a CAGR (Compound Annual Growth Rate) of 8.3% mainly due to the growth of domestic auto Industry. The Industry has high entry barrier because of the capital intensive nature. it's raw materials like rubber and crude oil accounts more than 70% of it's operational costs. thus the raw materials to sales ratio in the industry is more than 60%.
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