Creative Brief- CEAT

Gripp
Course: Marketing Communication & PR Specialisation
Enter Full Name: Tanisha Agrawal
 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
been always communicating the same
value proposition of being value driven as
well as technical savvy in this case Safer,
Describe the Smarter, Sustainable Gripp tyre

company?
 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 tyrebrand to the
biker.
 Remember your learnings from Module 1
of the specialisation.

The campaign promotes the better road

grip feature of CEAT tyre. The thought

What is the behind the is to educate users about the

chaos on the Indian roads. With total
absence of mind, showing Crossing -
objective of Street Are Filled With Idiots and Pram -
Street Are Filled With Idiots. Campaign.
the
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 - 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
talking on his mobile phone as he walks on a busy
street pushing a pram. With a 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 and yells at the biker for not
being attentive. The voice-over: The streets are filled
with idiots. CEAT tyres come with an advanced grip and
angular grip design. 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
What is the youngsters stops 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
consumer previous campaigns reflected common road behaviour,
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

insight? 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
instils 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

idiots who do not follow road discipline.
key message Since these idiots cannot be taken off the
road, the tyresof your two-wheeler
that you can should have a superior grip to enable you
to stop when necessary and save
yourself. The campaign promotes the
form from “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 Tyresin India. They have ads mostly
focusing on high end bike on rough and High

What is the material costs: materials used in tyressuch as

synthetic rubber, carbon black, steel
reinforcement, chemicals and so on are
competitor highly fluctuating and this will invariably
affect the final product pricing. Ceatuses

analysis? every possible way to connect with

customers oodfocus on after-sales operation:
CeatTyreshas many customer service
channels, service quality is high. Ceathas
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