Mumbai, India – May 16, 2024: CEAT, one of India’s leading tyre manufacturers, has unveiled a major transformation in its brand communication strategy. This shift aims to resonate with contemporary consumers who are increasingly drawn to adventure, exploration, and travel.
CEAT’s new brand positioning capitalizes on the consumer desire for adventure, positioning the company as a reliable ally in all journeys. This strategic pivot aligns with the growing trend towards all-terrain vehicles and high-performance off-road bikes, catering to the burgeoning interest in travel and discovery. CEAT offers a range of high-performance tyres, including Y-rated tyres for speed and all-terrain tyres, designed to provide ultimate control and confidence on every journey.
As part of its revamped campaign, CEAT has enhanced its decade-long association with the Tata IPL Strategic Timeout. The CEAT Strategic Timeout board now reflects the new brand positioning, featuring updated campaign colors and an interactive QR code designed to engage and intrigue consumers by inviting them to unlock the next step in their adventure.
Arnab Banerjee, MD & CEO of CEAT Limited, commented on this strategic evolution, stating, “CEAT’s transformation underscores our dedication to staying in tune with the aspirations of our consumers. Our new brand communication emphasizes our support for the explorer mindset of discovering hidden gems accessible during their travels. This move represents our ongoing commitment to exceeding consumer expectations and delivering high-quality products that inspire confidence in every journey, whether on-road or off-road.”
Lakshmi Narayanan B, CMO of CEAT Limited, elaborated on the campaign’s direction: “Our new approach incorporates partnerships with prominent travel influencers to showcase the versatility and durability of our tyres in various unexplored yet accessible locales. This series of two-part campaigns is not just a visual treat, but also ignites intrigue and curiosity among our consumers through the novel interactive QR element embedded in the ads. Our high-performance products have been crafted for the curious, enabling their passion for adventure and discovery.”
The campaign features captivating visuals and influencer-led storytelling, highlighting CEAT’s products in challenging environments. The first advertisement, which is live on TV and social media, features Brinda Sharma, a prominent travel influencer.
CEAT’s strategic shift marks a significant step towards redefining its brand promise while continuing to uphold its legacy of safety and reliability. By combining high-quality products with a modern, exploratory ethos, CEAT strives to be a dynamic and trusted partner, fostering a deeper, more meaningful relationship with its consumers through shared passion and adventure.
