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Case Details |
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Case Code: MKTG377
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| Case Length: 10 Pages |
| Period: 2010- 2017 |
| Pub Date: 2018 |
| Teaching Note: Available |
| Price:Rs.300 |
| Organization : CEAT Ltd. |
Industry : Tyre Industry
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| Countries : India |
| Themes: Integrated Marketing Communications |
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The Message Strategy behind CEAT`s `Be Idiot Safe` Campaign |
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In 2010, after a gap of 12 years, CEAT decided to launch a new ad campaign for its tyres. At that time, the campaign was the company’s second biggest marketing investment, after the rebranding exercise it had undertaken in 2008, in which it had changed its logo. CEAT hired the advertising agency Ogilvy & Mather Inc. (O&M) to design the new ad campaign. .. |
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PayPal (7 USD)
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| In 2011, the Idiots campaign was further built upon by CEAT. The company came up with two new TVCs. CEAT claimed to have spent Rs. 30 crore on the Idiots campaign till then. The first TVC titled ‘Manhole’, showed a father and child returning from school on a bike with CEAT tyres and suddenly encountering an open manhole. The father applies the brakes immediately and stops just in time. Then a lethargic manhole worker (Idiot) comes up and puts up a ‘Work in Progress’ sign in front of the manhole, and also asks the biker how he did not see the hole sooner... |
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| In 2017, CEAT re-launched the Idiots campaign under the name ‘Meet the ‘Mahapurush’. O&M, which had been handling CEAT’s creative mandate for a long time, was once again involved in the creation of the new ad campaign. This time around, while designing the campaign, the agency kept in mind the core issues faced by bikers during risky times such as the rainy season, when there was a higher possibility of skidding on the roads and getting splashed by larger vehicles speeding by. The new campaign promoted the ‘better wet-grip’ of CEAT’s all season tyres range, which ensured steering control and safe handling, even at high speeds in wet conditions.. |
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| Through the years, CEAT had adopted a varied range of advertisement campaigns and promotional activities for its products. Some of its most common promotional strategies were on-ground meets usually for products targeted at the commercial segments; digital platforms; safety zone activity for school children; and consumer touch points through outlets such as CCD, petrol pumps, and malls. The company provided the CEAT Cricket Ratings and presented the India Road Transport Awards . .. |
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Exhibit I: Details of Companies
Exhibit II: Creative Team of ‘Idiots’ campaign, 2010
Exhibit III: Creative Team of ‘Mahapurush’ campaign, 2017
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