To communicate the message of “everlasting” grip of the Gripp X3 range of tyres. To pass on a message that emphasizes on the safety aspect of the Gripp X3 range of tyres.
Led by strong consumer insight-that a motorcycle rider rides confidently on a tyre that is new, but when the tyre becomes old their confidence goes down. The “everlasting” grip of the Gripp X3 range allows the consumer to ride as confidently as he would ride on a new tyre irrespective of the condition of the tyre and the theme of communication had to incorporate this particular insight while telling the story of superiority of the Gripp X3 range tyres.
In order to drive maximum engagement, the commercial was divided into two parts, the teaser and the reveal. A day-to- day incident that could propel to be a potentially dangerous situation is set as the basic premise for the TVC.
In the teaser, Mr. Nair played by Kunal Roy Kapoor is a regular commuter to work on his motorcycle. The character is based on the insight and can be seen wearing new clothes but he has old tyres on his motorcycle. The story telling happens through a quirky jingle which helps in setting up the humour in the TVC. However, the tides in his perfect day turn,as he suddenly encounters a huge pothole filled with rocks. The teaser manages to keep the viewers guessing with a cliffhanger ending where we see Mr. Nair in a rather uncomfortable position, trying to escape the pothole. Urging the question “Will tyre save Nair?”
The reveal which arrives after a long wait finally resolves Mr. Nair’s troubling situation. It show cases Mr. Nair escaping the pothole without a scratch thanks to the Dual Compound Technology of the Gripp X3 tyres. The commercial then goes on to explain how the Dual Compound Technology of the tyres helps in maintaining maintain the same grip whether the tyre is new, partially worn out or old. The TVC features strong visuals to bring out the core proposition of the product in full glory with a tinge of humor that has been a hallmark of CEAT TVCs.
Nitish Bajaj, Senior VP, Marketing, CEAT Ltd said, “Our Gripp X3 brand campaign has been created to generate consumer awareness and promote the benefits of a tyre that has an ‘Everlasting’ grip. This campaign brings alive the key benefits of our Gripp X3 tyres developed on a consumer insight that consumers become less confident while driving with old tyres. The campaign highlights the Gripp X3 tyre with dual compound technology that provides a grip as good as a new tyre even when the tyres become old, thereby allowing the rider to ride tension free. Furthermore, this launch of CEAT Gripp X3 delivers on our vision of Making Mobility Safer and Smarter, Everyday.”
Rohit Dubey, Group Creative Director, Ogilvy& Mather said, “Consumer’s involvement with bike tyres is extremely low. Most riders only think about their tyres once in approximately two years when it is time to replace them. In this scenario, we built involvement with the product by making engagement, central to our creative thought of landing the benefit of Gripp X3, a tyre that maintains its standard of performance over time. This also allowed us to leverage multiple executions across digital and social media, to increase salience.”
Client : CEAT Tyres
Creative Agency : Ogilvy & Mather
Executive Creative Director : Kiran Anthony
Creative team : Rohit Dubey, Nikhil waradkar, Shatrughan Tripathi, Sandeep Jaiswar
Account Management: Harsh Bhatt, Saurabh Acharekar, Siddhesh Nair
Production House: Ubik Films
Director: Surjo Deb
Producer: Sonu Bhandari &Saikat Chakraborty