CEAT, the multi-national tyre manufacturing company and the strategic timeout partner of the Indian Premier League (IPL) 2024, has unveiled an enormous shift in its communication identity and approach.
This transformation aims to connect with the shifting routines and interests of consumers of today, who are more interested in travel, discovery, and adventure.
The new approach portrays CEAT as the ideal partner for discovery, underscoring the company’s dedication to consumer connection and shared interest.
As part of the new campaign, CEAT capitalised on its decade-long partnership with the cash-rich Indian league as the IPL Strategic Timeout to convey its marketing message. The CEAT Strategic Timeout board has been modified to reflect the new positioning and will remain so throughout the IPL season. The board colours were altered from standard blue to incorporate the campaign colours, in addition to an interactive QR code that sparked customers’ interest by urging them to scan the code and go to the next phase.
This strategy is consistent with the trend towards all-terrain vehicles and high-performance off-road bikes, as well as a rising interest in travel and exploration.
Arnab Banerjee, MD & CEO of CEAT Limited, commented, said, “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 which are 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, said, “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 uses visually appealing images and influencer-led storytelling to promote CEAT’s goods in tough circumstances. The first promo, now airing on television and social media, features Brinda Sharma, a well-known travel influencer.
CEAT’s strategy move is a critical step towards reinventing its brand promise while maintaining its heritage of safety and dependability.