Riders and drivers, rarely want to admit that they are at fault on the road or that they require additional help. Highlighting factors on the road beyond their control (irresponsible pedestrians, in this case) helped us create relevance for CEAT’s superior grip. CEAT was showcased as a friend who helped commuters emerge triumphant in the game called road, with its many variables.
Insight
The campaign used satire and the visual device of a freeze frame to dramatise the situations, caused by pedestrians, ironically referring to them as Mahapurush. The campaign included two films and was aired on multiple channels especially during the IPL and India Australia cricket series with a total of 830 GRPs. These included Star Sports, Set Max, Sony SIX, Star Movies and other GECs.
