Mumbai : Ogilvy and CEAT Tyres partner to launch a very innovative banner that helps pilgrims at the Kumbh Mela in Allahabad, India.
Problem : Despite being an extremely well-planned event of immense magnitude, the Kumbh mela is ridden with a plethora of safety issues. The most important being crowd management, getting injured devotees safely to medical centres and women’s safety during and after the holy dip. CEAT tyres is a brand that stands for safety and therefore chose to help solve these issues.
The Idea and Solution – Presenting CEAT Safety Banner : Staying true to the CEAT philosophy of ‘it helps’, banner ads were built and strategically placed so that they could be attached together to create dividers by the Kumbh mela security to direct crowd movement. These banners could alsoeasily be dismantled and turned into cubicles, that provide privacy and safety to women changing their clothes before and after the holy dip in the Ganges. This is CEAT’s own little way of making the Kumbh mela a safer place.
Rohit Dubey, Group Creative Director, Ogilvy West said, “CEAT has constantly pushed the team to come up with ideas that make a difference to people. It’s stance on safety allows us to create great engaging content pieces that work. The Kumbh Mela was one such initiative. Branding opportunities abound at Kumbh, but we want to make a difference by doing little things that matter. Through the safety banner, we helped solve safety issues for the old, the ailing, women and the police at large. Seemingly innocuous branding was placed across Kumbh with instructions on how to easily convert it to a stretcher, a changing room and a barricade, should the need arise. The simplicity of the idea led to immediate adoption and there was really no need for the street performers to instruct any more. The banners got utilised sooner than expected. And in its own little way, CEAT lived up to its brand promise – It helps.”
Client -CEAT Tyres
Creative team:Kiran Anthony, Rohit Dubey, Nikhil Waradkar, Sohil Wadhwania, Mrunal Naik, Rutuja Mali, Sandeep Jaiswar
Account Management team:Harsh Bhatt, Saurabh Acharekar, Siddhesh Nair
Account Planning team: Arjun Vedanayagam