NEW DELHI: Tyre manufacturer Ceat has come on board as the official tyre partner of Jamshedpur FC for the Indian Super League 2020-21.
The association is Ceat’s first partnership with an Indian football team, after having established a successful alliance with various top brands in world sports with the likes of Torino Football Club in Italy, Indian Premier League (IPL) and Ultimate Table Tennis.
“Jamshedpur FC with its strong following and an ever-growing fan-base, provides Ceat an opportunity to have a greater visibility for its brand across the country. This association in one of the growing football leagues; ISL allows us to engage with the large fan following of this growing sport, especially with the youth of India,” said Amit Tolani, CMO – Ceat Ltd.
Jamshedpur FC’s CEO Mukul Choudhari said, “Ceat is one of the top brands of India who have been associated with various top global sports brands like Torino FC in Italy and the IPL. We are happy to welcome them to the world of Indian Football and look forward to a long and fruitful partnership with them.”
KOLKATA: Tyre manufacturer CEAT has appointed Hindustan Unilever Limited’s Priya Nair as additional director in the capacity of independent director. Her appointment is effective from 27 October, for a tenure of five years.
Nair is vice president – beauty and personal care at Unilever South Asia, where she's responsible for the business across India, Pakistan, Bangladesh, Sri Lanka and Nepal. Her duties include business delivery on top line and bottom line by creating and delivering a strategic plan for the business. She has also served as executive director of the home care segment at HUL.
She has led sustainability initiatives for HUL with a focus on the WASH (water, sanitation, hygiene) programme for the company. Reaching over 140 million people under the Swachh Aadat Swachh Bharat initiative, it educates consumers to adopt three clean habits of washing hands with soap, drinking clean purified water and using a clean toilet.
One of the most influential women marketeers in India, Nair was invited by Niti Aayog to participate in the Champions of Change programme.
MUMBAI: Ceat Tyres has signed Bollywood superstar Aamir Khan as its brand ambassador for two years. As part of an integrated marketing campaign, Aamir Khan will feature in two commercials during the course of the IPL 2020 to promote Ceat’s SecuraDrive range of premium car tyres. The first ad will be aired at the beginning of IPL and will also be rolled out/promoted across different media platforms both online and offline. The campaign based on the theme ‘don’t be a dummy’ emphasises on the usage of high quality tyres that provide complete safety in any kind of driving conditions.
Created by O&M, the campaign, is based on an interesting storyline set in an advanced tyre testing facility, where test dummies are used for testing. Aamir Khan’s character is that of a dummy who comes to life when no one’s watching and manipulates situations to save himself from the perils of tyre testing. The idea is to propagate safety and showcase how the Ceat SecuraDrive car tyres enable a safe drive in different driving situations, through superior control at high speed turns and precise braking. Ceat’s SecuraDrive tyres are meant for premium sedans and compact SUVs such as Honda city, Skoda Octavia, Toyota Corolla, Hyundai Creta, Maruti Suzuki Vitara Brezza, Honda WR-V, etc.
Ceat Tyres CMO Amit Tolani said, “We at Ceat have always believed in our vision of ‘Making Mobility Safer and Smarter Every day’. The launch of our new campaign articulates the same for our premium sedans and compact SUVs tyre range. The central idea is to highlight the importance of using credible, reliable and durable tyres as against using any ‘dummy’ tyre. We are delighted to have Aamir Khan on board for this campaign as he perfectly embodies Ceat’s core values of integrity, passion, perfection and innovation. With one of the best actors in the industry, associating with one of the best tyres in its segment, we believe we have a winning combination at hand. IPL offers an ideal opportunity for us to connect with our customers as it is one of the most widely watched events in India with a massive viewership.”
Aamir Khan said, “I am proud to be associated with one of the most respected brands in India. When Ceat reached out to me for this campaign, I instantly connected with the idea and completely fell in love with the script. Playing a character of a dummy was a unique experience and I thoroughly enjoyed the shoot. I am looking forward to an exciting journey with Ceat tyres.”
O&M group creative director Rohit Dubey said, “On a regular day CEAT tries to push the envelope of tyre advertising, so when it came to Super Bowl of India – IPL, the brand set the bar higher for itself. Disruption, with a tinge of CEAT’s trademark tongue-in-cheek approach, led us to collaborating with Aamir Khan. A big challenge was, what newness can we create with him. And hence the ‘paranoid, crash test dummy.’ Being aware of COVID production reality, we scripted it such that it doesn’t require a crowd scene and kept it contained. We hope “Baat safety ki hai, Don’t be a dummy”, strikes a chord with consumers and stands out in the crowd of IPL spots.”
The Ceat SecuraDrive tyres with the wide longitudinal tread grooves and smart compounding technology help keep the vehicle within the driver’s control on wet and dry road conditions. The enhanced tyre tread technology helps in lowering noise levels while commuting and delivers an extremely comfortable driving experience.
NEW DELHI: It does not seem to be tiring of its partnership with the IPL. Leading Indian tyre maker Ceat has been associated with the world’s most valued cricket league since 2015. And it has once again gone ahead and partnered with the BCCI as a strategic time out partner. It first put its money behind the property in 2015 for three years, Then in 2018, it renewed its arrangement with the board for another five years. Ceat also forged an association with the ICC World Cup in 2019 too and adopted a digital-only strategy.
What exactly is the strategic timeout in the IPL world?
It is a two and a half minute break from the game. The bowling side can take it between the sixth and eight overs, while the batting team can call for it between the eleventh and sixteenth overs. It was introduced in 2009, when the IPL was shifted to South Africa courtesy the Indian elections. Popular Bollywood tracks play out loud on the stadium’s sound system. The cheerleaders break into a synchronized choreographed routine on the makeshfit stage in a corner of the ground, beyond the boundary rope. Spectators exit to pick up some refreshments. The players get a chance to rework their strategy and possibly sip some water. The umpires, well they simply catch their breaths. Brand commercials are played out on the large screens in various parts of the stadium. And finally a clock counts down to the start of the game after the break, giving the official strategic timeout partner amazing exposure as audiences can’t miss it.
This year, Ceat will be releasing a new campaign during the IPL targeting premium sedan users across media. “The intention is to reach a wider audience and build on our brand objectives. We intend to be present across offline as well as the digital mediums,” asserts CeatTyres CMO Amit Tolani.
“We will be targeting consumers in their context in the digital space. We continue to be aggressive in the online as well as offline mediums, given our campaign objectives. The idea is to connect with the consumers where they are present and engage with them in their language and platform of choice,” says Tolani.
It is not certain how much the brand paid for the association but media reports say that Ceat paid Rs 30 crore in the last season of IPL.
However, this year the IPL is a completely different experience, especially with no spectators in the stadium. So, how does a brand like Ceat derive ROI?
Tolani agrees that the brand will miss out in terms of ground exposure like it used to get in the past. But he is appreciative of the fact that the matches will be live on TV and on Disney+Hotstar. “The audiences will get a chance to see their favorite cricketers on screen after a long break. With the culture of work from home across the industries, we believe more people will be latched onto the screen and hence we can expect a wider reach for our brand and the messaging that we want to drive,” he shares.
He further elucidates that most of the IPL viewership is during prime time, so when a brand has an opportunity within this time slot, it is able to reach a massive audience.
This understanding of Ceat is bang on because the IPL generated an unimaginable viewership of 462 million in 2019 – bigger than any other prime time or non-prime time finite fiction, reality, or nonfiction shows across channels.
In 2019, Ceat released a campaign for one of its tyres called Milaze X3 and the IPL helped in amplifying the message of making mobility safer and smarter.
“We intend to use a similar approach again with a new premium range of our tyres. We have launched a host of our campaigns via the strategic time out association and it has always been delivering results. Along with this, we also plan a lot of digital activations, etc. to engage with our community. We intend to continue with the same rigor this year as well,” adds Tolani.
He divulges further that when a marketing campaign comes out and runs across different channels, advertisers always look for that perfect equilibrium between reach and frequency. “When you have a new campaign breaking out, you need to have a higher frequency as well to drive your communication, different channels of advertising serve different objectives. Brands have to stay true to the platform and tweak the communication according to the medium,” he explains.
It’s not as if the brand has been silent during the Covid period. Ceat released a social media campaign titled, ‘The Unsung Heroes’ which saluted truck drivers who served their nation during the difficult times and ensured timely delivery of essential goods.
Some of Ceat’s previous brand campaigns have been extremely hilarious but bang on when it comes to delivering the message. Be it the ‘Idiots’ or Mahapurush film, the focus has always been on road safety. The Mahapurush campaign focused more on the person who makes every rider/driver’s worst nightmare come true – be it the guy who runs and stops ahead of your bike without any warning, or the one who thinks his hand can stop any vehicle with just a gesture.
MUMBAI : One of the leading Indian tyre manufacturers CEAT Ltd launched a limited edition Zoom RAD tubeless tyres in three sidewall colours (Blue, Orange, Blue and Orange) on the colourful occasion of Holi. The tyres are compatible with and available for sports bikes such as Yamaha FZ, Yamaha Fazer, Suzuki Gixxer and Suzuki Intruder.
The limited-edition CEAT Zoom RAD tubeless tyres will be available in Motorcycle Radials making this category of tyres more exciting and engaging to the consumers. It is exclusively designed with wide shoulder grooves and high rubber content, providing for an outstanding cornering ability, good grip, smooth and stable trouble-free ride along with long tyre life. The colourful new tyres are exclusively available in CEAT Shoppes. Get the full list of CEAT shoppes on www.ceat.com.
Mr Amit Tolani, Chief Marketing Officer, CEAT Ltd said, “We drew inspiration from Holi – a festival of colours to launch the limited edition tyres. With our messaging ‘Express Yourself’, consumers get a chance to represent themselves with colours. Our vision is to make mobility safer and smarter with each day and CEAT’s Zoom RAD tyres are designed keeping in mind the customer preferences of excellent control, stability and a trouble-free ride.”
MUMBAI: CEAT Ltd, a leading Indian tyre manufacturer has signed a bat endorsement deal with Indian Cricket’s rising star ‘Shreyas Iyer’. Shreyas will now be a valuable addition to the Team CEAT, which boasts of stars like Rohit Sharma, Ajinkya Rahane, Shubman Gill, Mayank Agarwal and Harmanpreet Kaur. The CEAT logo will be prominently donned on the bats used by the agile right-hander in all formats of the game henceforth.
Born in Mumbai, Shreyas Iyer is a prolific top-order batsman and is known for his fearless style of batting and high strike rate. His style of play has even drawn him comparisons to the legendary Virender Sehwag. He went on to become the youngest player to captain the Delhi Capitals and in 2019, led the team to the playoffs for the first time in seven years. In 2017, he made his T20 and ODI debut for India and was a part of the recently concluded T20 series between India and South Africa.
Shreyas started his training at the age of 12 under erstwhile Indian cricketer Pravin Amre at Shivaji Park Gymkhana. His early training days laid the foundation of his exceptional form during his college days which eventually earned him a spot in the Indian team for the Under-19 World Cup of 2014. He also had a successful stint playing for the Trent Bridge cricket team in England where he scored 297 runs in three innings at an average of 99. His spectacular performance in domestic competitions like Ranji Trophy and Vijay Hazare trophy across seasons has been the highlight of his cricketing career.
Owing to his exceptional performance in the 2015-16 Ranji season, he was picked up by the Delhi Daredevils in the 2015 IPL auction for a whopping Rs 2.6 crores making him the highest-earning uncapped player in the tournament. He scored 439 runs in that edition which earned him the emerging player award.
Commenting on the latest development, Anant Goenka, Managing Director, CEAT Ltd, said, “With IPL and CEAT Cricket Awards, we continue to believe in Cricket’s ever growing popularity. We are delighted to have Shreyas Iyer on board, representing our brand across all formats of cricket. Shreyas is one of the exciting talents that gets added to our super talented line-up of Rohit Sharma, Ajinkya Rahane, Harmanpreet Kaur, Mayank Agarwal and young Shubman Gill. His fearless yet dependable style of play has made him one of the most exciting prospects in the International cricket and that makes him a great fit for our brand. We welcome him to the CEAT family and hope that he continues to succeed on and off the field."
Speaking on the occasion, Shreyas Iyer said, “It is my pleasure to be associated with CEAT that has always supported and boosted cricket in the country. I am looking forward to this longstanding relationship with CEAT and continuing to excel in the game, making many more great memories on the field.”
MUMBAI: CEAT Ltd., a leading Indian tyre manufacturer, has appointed Amit Tolani as vice president–marketing. Tolani will be based out of CEAT’s headquarters in Mumbai and will be responsible for spearheading the marketing initiatives of the company.
Tolani has been with CEAT for over 13 years and has experience in domains like aftermarket sales, supply chain, strategy, and strategic OEM partnerships. Before becoming vice president-marketing, he led CEAT’s OEM business, which included sales and business development. He also has experience in the field of International business and has managed CEAT businesses across the America, Europe, Africa, the Middle East, and South East Asia.
Commenting on his appointment, CEAT Ltd COO Arnab Banerjee said, “We are delighted to have Mr. Tolani as the newest member to spearhead our marketing organization. He has played a significant role in CEAT’s growth journey. I am confident that his rich experience across various business verticals will prove to be an asset in achieving the vision of our company.”
MUMBAI: Identifying three of the biggest challenges at the ongoing Kumbh Mela as injuries, crowd control, and women safety, CEAT introduced a unique ‘Safety Banner’ at the site to overcome them. Now, CEAT has launched its digital campaign communicating the efficiency of the Safety Banner as a solution to these problems.
The company shared in a press statement that the CEAT Safety Banner is an easy-to-use multipurpose safety device which seamlessly transforms into a stretcher to carry the injured, a barricade for crowd control and a changing room. By conceptualising CEAT Safety Banner, the company has taken its motto – making mobility safer and smarter every day – to a whole new level.
On the release of the digital campaign, a spokesperson commented, “The CEAT Safety Banner allows the devotees to have a safe and hassle-free experience at the Kumbh Mela; which is one of the greatest gatherings in the world. Our idea was to develop a solution that connects with our audience and addresses some of the major safety concerns, that the authorities face in a mega event like this. Going forward we aim to create the right impact through initiatives like these and will continue our journey in making mobility safer and smarter for everyone.”
MUMBAI: CEAT Ltd. today renewed its association with one of world’s most swashbuckling batsmen; Rohit Sharma for a period of 3 years. Rohit Sharma is the first player in the history of cricket to score three double-hundreds in ODIs, an accolade that stands out among many others bagged in his career. The graceful player will continue playing with a bat that prominently displays the CEAT insignia, in all formats of the game.
Currently part of the Indian cricket squad, Rohit has been a consistent performer across all the formats of the game. Rohit was given the opportunity to captain the Indian Cricket team for the first time when the Sri Lankan cricket team toured India in 2017. Since being given that opportunity, he has proven to be an exceptional captain as he won that series, the tri nation Nidahas trophy and the recently concluded Asia Cup. Rohit’s batting and captaincy was also pivotal in leading Mumbai Indians to victory in the 2013, 2015 and 2017 editions of the IPL. He recently broke Sachin Tendulkar’s record as he became the first batsman with six 150-plus scores in ODI’s. Over the years, Rohit has truly become one of the world’s best as he continues to play crucial knocks for club and country and continues to smash records.
Commenting on the partnership, Mr. Anant Goenka, Managing Director, CEAT Limited said, “We are proud to extend our relationship with Rohit Sharma who has been a stand out performer across all formats of cricket. Rohit is not only an extremely talented batsman, but also a great leader and an inspiration to young aspiring cricketers. Our association with Rohit has been extremely fruitful for the brand CEAT and we are extremely happy with this long term association.”
On his renewed association, Rohit Sharma said, “I am really happy to be continuing this association with CEAT. I am extremely grateful for their backing and they have been a great support to me. These last 3 years have been very memorable and productive for me personally. I am looking forward to continuing this association with this prestigious company for many more years to come.”
CEAT has its roots gripped with cricket, including its partnership with IPL for the Strategic Time Out segment and the CEAT Cricket Ratings that recognizes and rewards the exceptional performances of players on the international stage. Rohit is joined by Ajinkya Rahane, Ishan Kishan, Shubman Gill & Harmanpreet Kaur as cricketers who currently have bat endorsement deals with CEAT.
MUMBAI: The 10th season of Kaun Banega Crorepati (KBC) is all set to see more involvement from its host channel Sony Entertainment Television (SET). The broadcaster is co-producing the show via its newly launched production house Studio Nxt along with rights holder Big Synergy. The show will be aired from 3 September, weekdays at 9 pm.
SET business head and EVP Danish Khan said, “Sony Original is the sub brand of SET, Studio Nxt is another independent entity which is a production house to produce fiction, non-fiction, scripted, non-scripted and digital IPs.”
He added that it is an independent production house that will cater to Sony as well as platforms outside.
The show was kick-started with the campaign #KabTakRokoge, celebrating the spirit of resilience in people. Viewers can look forward to a special curtain raiser episode which will be telecast on Sony on 2 September at primetime.
The network claims to have received record-breaking registrations of over 31 million within a span of 15 days. The show promises to be a visual delight for viewers with the use of Augmented Reality (AR) for the first time on Indian TV.
Since Khan’s tenure at Sony as marketing head, KBC has always seen brainstorming for every aspect except the host. “Amitabh Bachchan was the best host in our mind from the day one. Since then, every year we have been trying to do something new, last year we had introduced the Fridays, Nayi Chah, this time we are coming up with AR to happen for any reality GEC in India. We have done huge investments and it is worth it,” he said.
When it comes to the promotion of the show, Khan said that there is a lot of media explosion. He added that as there’s a lot of penetration of social media and internet, there is little to plan and more to create.
The channel expects the ad inventories to be completely sold out within the next seven days. The show is co-powered by Vivo V11 Pro and Mahindra Marazzo while Aakash Institute, Axis Bank, Asian Paints, CEAT, Raymond and Syska Wires & Cables are the associate sponsors.
