Mumbai: Ogilvy India has unveiled a new high-impact campaign for CEAT Tyres, built around the insight that on every road, even the smallest difference in performance can make a critical impact. Conceptualised around the thought Every Little Counts, the campaign highlights how precision engineering translates into enhanced driving confidence and safety.
The campaign underscores the idea that road performance is not defined by dramatic moments alone. It lies in stopping half a meter earlier, manoeuvring half a second quicker, slipping slightly lesser or gripping just half an inch outside the road. CEAT Tyres are engineered with this philosophy — reinforcing that when it comes to safety and control, every small detail matters.
Conceptualised and executed by Ogilvy India, the campaign film adopts an unconventional storytelling approach by featuring acclaimed filmmaker Zoya Akhtar attempting to shoot a high-intensity car skid sequence for a movie scene. Determined to capture the perfect cinematic skid, she pushes the car across varied terrains including dry asphalt, rain-soaked roads and loose gravel. However, despite multiple retakes and increasingly challenging conditions, the CEAT tyres maintain unwavering grip and control, preventing the vehicle from losing traction. The narrative flips traditional expectations — instead of dramatizing a loss of control, it celebrates superior grip and reliability.
The film has been directed by Shashanka Chaturvedi, also known as Bob, from Good Morning Films, and was shot across visually striking landscapes in Baku, Azerbaijan. The location adds cinematic scale to the narrative while reinforcing the campaign’s performance-led messaging.
Speaking about the campaign, Sukesh Nayak – Chief Creative Officer, Ogilvy India, said, “With CEAT Tyres, we wanted to move beyond conventional tyre communication and dramatize performance through a witty and entertaining story. The idea was simple — when a tyre is truly built for grip, even a filmmaker chasing the perfect skid won’t get one. This campaign beautifully brought to life by Bob, celebrates engineering excellence in a way that audiences can instantly relate to and enjoy.”
Ahead of the official launch, the campaign generated strong digital buzz through teaser content. Media portals including Pinkvilla and online discussions on Reddit amplified early curiosity after a teaser clip surfaced showing Zoya Akhtar appearing visibly frustrated on set during repeated takes. The intrigue drove widespread speculation and audience engagement.
The full reveal followed when Zoya Akhtar shared the campaign film on her Instagram handle with a witty caption noting that she aimed for a perfect skid but got perfect grip instead. The post quickly resonated with viewers, amplifying campaign visibility and reinforcing the brand’s core message.
With this initiative, CEAT Tyres and Ogilvy India aim to reaffirm the brand’s commitment to performance-driven innovation while delivering storytelling that is relevant, entertaining and memorable.
Credits:
Ogilvy
Credits for Social platforms:
Chief Creative Officers, India: Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Chairperson: Hephzibah Pathak
Chief Executive Officer: VR Rajesh
Chief Strategy Officer: Prem Narayan
Chief Client Officer: B Ramanathan
President and Head of Office – Mumbai & Kolkata: Hirol Gandhi
Creative Team: Hemant Sharma & Sagar Jadhav
Planning Team: Kshitij Rajoria & Puja Jhunjhunwala
Account Management Team: Harsh Bhatt, Chainali Kapoor, Rutuja Kothurkar & Jinal Charania
Client: CEAT Tyres
Chief Marketing Officer: Lakshmi Narayanan B
Insights & Digital: Deepa Mathew, Deepika Gangadharan, Deesha Shetty
Category Team: Priti Raghunandan, Rahul Rawat, Kavya Bahuguna, Joshua Menezes
Brand & Media: Vidur Anand
Production House: Good Morning Films
Director: Shashanka Chaturvedi
Executive Producer: Robin D’Cruz, Vikram Kalra
Credits for Print:
Team Ogilvy
Client: CEAT Tyres
Production House: Good Morning Films
