Creative Brief- CEAT

Gripp
Course: Marketing Communication & PR Specialisation
Enter Full Name:
 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 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 tyre brand to the
biker.
 Remember your learnings from Module 1
of the specialisation.

What is the The campaign promotes the better road

grip feature of CEAT tyres. The thought

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

campaign?
 Describes the persona of the target
including these points:
Age youngsters below 30 years of age:
College -goers and first -time job -holders
Who is the Income group lower to middle and higher
target 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

What is the for not being attentive. The voice-over: The streets are
filled with idiots.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

insight? discuss the plot of the film, a car with youngsters stops
right across their path. The man driving the bike brakes
to avert a mishap. The third TVC showcases how
fourwheeler drivers also play havoc by keeping the car
in the middle of the road.
 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 tyres of your two-wheeler
that you can should have a superior grip to enable you
to stop when necessary and save yourself.

form from the The campaign promotes the “better road

grip” feature of CEAT tyres

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
What is the tyres such as synthetic rubber, carbon
black, steel reinforcement, chemicals and

competitor so on are highly fluctuating and this will

invariably affect the final product pricing.

analysis?
Ceat uses every possible way to connect
with 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

Describe the
youthful Sincerity: Kindness,
thoughtfulness, and an orientation
toward family values Ruggedness: Rough,
brand tough, outdoorsy, and athletic
Competence: Successful, accomplished,

personality. and influential, which is highlighted by

leadership Sophistication: Elegant,
prestigious, and sometimes even
pretentious.