Chennai: CEAT Ltd- India’s leading tyre manufacturer today releasedits new television commercial (TVC) which aims at communicating the importance of superior grip tyres in keeping the scooter users safe. This is in continuation to their on-going two wheeler campaign – “CEAT- It Helps”, which is based on real road safety insights wherein tyres play an important role in keeping the users safe from unavoidable obstacles during daily commute on Indian roads.
CEAT TV campaigns are known for their witty and satirical take on issues of road safety to drive home the importance of their tyres, and this TVC is no different in delivering the brand purpose of making mobility safer and smarter every day.
The half a minute video showcases aprogressive woman ridingher scooter ina crowded market with her kid, whenall of a sudden, ‘Kamla’– a rogue cow comes in her way.Kamla is a pivotal character in the film that adds humor and catches viewer’s attention, and this is the first time CEAT has moved its attention from human jaywalkers to street animals. A freeze frame effect is used to build the anticipation of a collision, which is safely avoided in time due to CEATtyres’superior grip.
Future East partnered with Ogilvy to create this path-breaking TVC. Director Ashim Ahuwalia worked with VFX company FluiidMask to pre-visualize the entire commercial. A combination of adapted rigs including motion-control allowed for the dynamic motion through the frozen scene. Two versions of each of the shots were taken, one at 50 fps (instead of the usual 25 fps) to minimize any motion from the extras, and a second “clean” shot with all extras and suspended objects removed. Post-production on the Kamla TVC was extensive, including wire removal, and freezing and tracking expressions and fabric back into the scene.
Kamla herself was originally a real cow that was scanned and re-built in 3D so she could be placed back in the frozen panorama. The VFX team created additional 3-D elements such as flying debris, smoke, frozen pigeons and flying paper to detail the TVC.
The TVC will be another great addition to ongoing campaigns of CEAT such as ‘Mahapurush’ and ‘Idiot Safe, which have won several accolades in various marketing forums.
Mr. Nitish Bajaj, Vice President Marketing CEAT Limited said,” Scooter tyres are an important and a fast growing category for CEAT. We are launching the campaign in Tamil Nadu on TV and digital mediums and plan scaling it up Pan India henceforth. Women users are a key growth driver for the scooter sales and this will the first time a major tyre manufacturer has singularly focused on women users in the category.
The brand communication for CEAT always focusses on smart and safe mobility on Indian roads and you will see that all our TV campaigns come together to convey the same message to our consumers from different walks of life.”
Ashim Ahluwalia, Director commented, “The Ceat Kamla TVC was a complex shoot with many rigs and wires, it couldn’t have been shot in an actual bustling marketplace so we ended up re-creating it in a studio. The tiniest things can make the biggest difference. Whether it’s details of how smoke freezes, light falls on objects, expressions, colour palettes or nuances in performance, I like to focus on the small details because that’s often where the magic is.”