CEAT Tyres, India’s leading tyre manufacturer, has signed Tollywood superstar Karthik Sivakumar popularly known as (Karthi) as its brand ambassador to promote SecuraDrive Range of premium car tyres. As part of an integrated marketing campaign, Karthi is featured in CEAT Tyres commercials which are regional adaptations of the national campaigns rolled out for SecuraDrive Range of Tyres. The commercials are promoted across different media platforms both online and offline.
The campaign created by Ogilvy is based on relevant road insights and emphasises the usage of high-quality tyres that provide complete safety in any kind of situation. The storyline of the commercial is unique and talks about a utopian world where everyone follows traffic rules. However, in reality, roads are full of surprises, and one needs the safety of tyres that offer outstanding braking and impeccable stability. The idea is to propagate safety and showcase how the CEAT SecuraDrive car tyres enable a safe drive-in different driving conditions, through superior control and precise braking. CEAT’s SecuraDrive tyres are meant for premium sedans and compact SUVs such as Honda City, Skoda Octavia, Toyota Corolla, Hyundai Creta, Maruti Suzuki Vitara Brezza, Honda WR-V, etc.
Mr. Ankur Kumar, Chief Marketing Officer, CEAT Tyres Ltd, said, “Our mission at CEAT has always been in ‘Making Mobility Safer and Smarter Every day’. We are delighted to have Karthik on board for this campaign as he perfectly embodies CEAT’s core values of integrity, intensity, precision, and originality. Karthik being the leading and most loved actor among Tamil audiences, we believe our alliance with him is a winning combination at hand. Tamil Nadu is our major focus market, and this association will ensure a greater brand connect to the masses considering his immense popularity among all age groups. ‘’
Tollywood actor, Mr. Karthi said, “I have always preferred travelling to places by road than by other means and still do. While driving can be fun, I see the road as a place that can hurl sudden surprises. Therefore, driving is a great responsibility from the perspective of passenger and pedestrian safety and a great tyre with a good grip is ideal to meet potential challenges. That said, I consider our latest communication through the CEAT advertisement(s), to be a critical message that road safety is important to our civic wellbeing and peace”.
The ‘Switch to SecuraDrive’ campaign majorly relates to events that can lead and have led, to accidents. The idea behind the campaign is to highlight the importance of high-quality and safe tyres for unexpected surprises on roads. It aims to showcase how the CEAT’s SecuraDrive Car and SUV tyres enable a comfortable drive across different situations through superior control and precise braking. CEAT SecuraDrive comes in two variants for sedans and compact SUVs and is specially designed to provide superior driving control. Its industry-first 3D groove wall and smart compounding technology help keep the vehicle safe on both wet and dry roads. Its enhanced tyre tread technology helps in lowering noise levels, thus leading to a comfortable driving experience.