CEAT Tyres announced that it is the Official Strategic Timeout partner for the Vivo IPL 2021 with an anthem that tunes into the cricket fever and builds anticipation for the on-field thrill.
2015 and onwards, the Indian Premier League and CEAT Tyres have been inseparable. Since then, the brand has been the Official Sponsor of the mid-match Strategic Timeouts and continued to be this year too. So, to welcome the second leg of the VIVO IPL 2021, CEAT Tyres released an unofficial anthem – #WhatAPlayer, in collaboration with popular artist and performer Benny Dayal.
The anthem lauds the extraordinary skills of the real cricketing stars of India and celebrates their high-quality on-field performances. Conceptualised by Kinnect, India’s leading digital marketing agency and starring Benny Dayal, it highlights the true spirit of India’s most loved tournament with its energetic and catchy tunes.
The anthem draws parallels between the top cricket performers and the top performer on Indian roads – CEAT Tyres. Exemplifying its superior grip, secured driving experience, and impeccable control, the anthem’s visuals showcase that CEAT Tyres has consistently delivered high performance and can play under pressure (be it the roads, terrains, or any other extreme conditions), just like the cricketing stars.
Talking about CEAT’s partnership with IPL, and the #WhatAPlayer campaign, Amit Tolani, CMO at CEAT, said, “CEAT’s association with IPL is long-standing. We are delighted to be the Official Strategic Time Out Partner of VIVO IPL 2021, yet again. The #WhatAPlayer anthem is our attempt to celebrate the spirit of IPL with catchy tunes and power-packed on-field visuals. The players’ superior performances, paired with the anthem tunes, are a great way to exemplify the spark and nostalgia that the IPL brings along with itself, as well as to showcase our alignment with the much-revered sporting event.”
Chandni Mehta, COO of Kinnect, commented on the campaign, “The resumption of VIVO IPL 2021 built a great deal of anticipation. With it arguably being the biggest festival in Indian households, we wanted to mark its return with CEAT Tyres, in a special way. #WhatAPlayer is a peppy and energetic track that is perfectly attuned to the tastes of today’s digital-savvy audiences. It cuts through the ad clutter effectively and entertainingly conveys the product story, enabling us to increase brand salience over time.”