Creative Brief- CEAT

Gripp
Course: Marketing Communication & PR Specialisation
 Identify the core value proposition or
what the company does.

High brand visibility: Ceat Tyres is a

popular brand in India and has high
brand recall and recognition. The
company has been consistent in its
advertisements and has been always
communicating the same value
Describe the proposition of being value driven as well
as technical savvy in this case Safer.
company? Smarter. Sustainable Gripp tyre.
 Identify the problem statement it’s trying
to solve or the opportunity it is trying to
achieve.

The pain that each biker goes through

What is the everyday due to this menace was
unattended for long, and the product
brand seemed to fill that need gap. This
opportunity presented with a thought to
problem or empower biker with product which would
help him feel safe on roads. Hence, the
opportunity? campaign was launched to showcase the
product feature (Grip) as a solution to his
real time problem and establish the brand
as the most relevant tyre brand to the
biker.
 Remember your learnings from Module 1
of the specialisation.

The campaign promotes the better road

What is the grip feature of CEAT tyres. The thought
behind the is to educate users about the
chaos on the Indian roads. ... With total
objective of absence of mind, showing Crossing -
Street Are Filled With Idiots and Pram -
the Street Are Filled With Idiots. Campaign.

campaign?
 Describes the persona of the target
including these points:
Age youngsters below 30 years of age:
Who is the College-goers and first-time job-holders
Income group from lower to middle and
target higher middle income
Motivations the core issues faced by
audience? bikers during risky times
Pain points consumer pain point of
reduced tyre grip as the tyre wears out
and becomes old.
Perceptions Ride safe and smooth and get
the best mileage, grip and safety.
 Remember to state the consumer insight
and not the brand insight.
Pram - Street Are Filled With Idiots
opens with a man, who is talking on his mobile phone, as he
walks on a busy street pushing a pram. With total absence of
mind, he abruptly turns the pram to cross the street, and a
biker driving on the road stops in no time before the man. The
man looks disgusted, as he yells at the biker for not being
attentive. The voice-over: The streets are filled with idiots.

What is the CEAT tyres come with an advanced grip and angular grip
design.

consumer The second film shows a couple (the wife is expecting)

returning after watching a movie on a bike. As they
discuss the plot of the film, a car with youngsters stops

insight? right across their path. The man driving the bike brakes
to avert a mishap. The third TVC showcases how four-
wheeler drivers also play havoc by keeping the car in
the middle of the road.
While the previous campaigns reflected common road behavior, the current
series focuses more on the pedestrian who makes every rider/driver’s worst
nightmare come true — be it the fellow in a hurry who comes in front of your
bike without any warning or the one who thinks he can stop any vehicle by only
putting up his hand.. Even as the commercial depicts stark similarities with
previous campaigns, the space is potent for multiple personality renditions. The
campaign is well aligned with its objective of long-lasting association with safety
and instills a road safety message, albeit that is nuanced.
 What is the communication message that
you need to deliver from the insight that
you have derived?

What is the The message is that the roads are full of

key message idiots who do not follow road discipline.
Since these idiots cannot be taken off the
that you can road, the tyres of your two-wheeler
should have a superior grip to enable you
form from to stop when necessary and save
yourself. The campaign promotes the
“better road grip” feature of CEAT tyres
the insight?
 Identify the competition strength and
distinguish yourself from your competitor.
The firm faces tough competition from
brands such as JK Tyres, Apollo Tyres, Dunlop,
Bridgestone, Michelin, Strong Year and
Cooper Tyres in India. They have ads mostly
focusing on high end bike on rough and High
material costs: materials used in tyres such as

What is the synthetic rubber, carbon black, steel

reinforcement, chemicals and so on are
highly fluctuating and this will invariably
competitor affect the final product pricing.
Ceat uses every possible way to connect with

analysis? customers ood focus on after-sales

operation: Ceat Tyres has many customer
service channels, service quality is high. Ceat
has improved a lot and gives customers the
best services in the industry.
 Remember the difference between brand
personality and the target audience (build
the brand personality with at least 4
personality traits and at least one brand
asset)

Excitement: Carefree, spirited, and youthful

Describe the Sincerity: Kindness, thoughtfulness, and an

orientation toward family values

brand Ruggedness: Rough, tough, outdoorsy, and

athletic

personality. Competence: Successful, accomplished, and

influential, which is highlighted by leadership
Sophistication: Elegant, prestigious, and
sometimes even pretentious