CE AT - PROMOTING THE BRAND THROUGH 'GRIP' FACTOR Running a 360 – degree campaign, CEAT is busy engaging with the consumers – from digital to on-ground activation. They plan to take forward the ‘idiot’ idea that empowers a person to come out and speak openly about the problems they come face-to-face in life, on road. In its 360 degree camp aign, CEAT goes out to engage the customer covering the gamut of media options like digital to on-ground promotion. CEAT spends about Rs. 40-45 crores a year on marketing, out of which one third is the spend on ATL & the rest is focused on BTL. The CEAT Bike Tyres TVC tells a story of a biker as a protagonist, how he encounters various idiotic acts on the road and barely survives disaster, but still ends up taking the blame from ‘idiots’ or people at large. The ongoing Ad campaign created by Ogilvy & Mather is supported by a strong digital initiative ( www . beidiotsafe . com ) and...
