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Tag: Koshy K Varghese

  • Play Jenga in a moving car says MRF

    Play Jenga in a moving car says MRF

    MUMBAI: Indian tyre manufacturer MRF has launched a new campaign. The campaign promotes MRF ZLX, the latest range of tyres specifically designed for sedans and hatchbacks. From uniquely designed lateral grooves for improved ride comfort, edge-to-edge comfy stabiliser liner and wide tread polymer blend for an improved life, according to the company, this tyre is specially designed to offer superior grip and optimised cushioned ride. 

    For a low involvement category like tyres, it is important that the narrative be especially robust and convincing. In this campaign, the brand intends to communicate their proposition of ‘comfort made more comfortable’. The film involves a delicate game of Jenga in action in a sedan which is moving over challenging roads through bumps and potholes riding on top of MRF ZLX tyres.  This eventually hits home the message that a journey becomes more enjoyable when the ride is more comfortable.

    MRF executive vice president marketing Koshy K Varghese says, “MRF ZLX tyres are engineered to deliver a comfortable drive, on Indian roads. This new campaign is meant to consolidate the proposition of ‘Comfort Made More Comfortable’.”

    Lowe Lintas chairman and CCO Arun Iyer mentions, “It’s always a challenging task to come up with a sequel. By using the game Jenga as a visual mnemonic, we have tried to dramatise the benefit of comfort, delivered by MRF ZLX. The contrast between the road conditions and the game that goes on unaffected inside is punctuated by music that heightens the tension.”

  • ‘Perfectionist’ AB de Villiers drives on MRF Perfinza

    ‘Perfectionist’ AB de Villiers drives on MRF Perfinza

    MUMBAI: Tyre manufacturer MRF Tyres has unveiled an integrated campaign for its recently launched brand Perfinza. Targeted specifically towards users of luxury cars, the campaign will have brand ambassador & ace cricketer AB de Villiers promote Perfinza’s core message of being a ‘perfectionist’ on the roads.

    A perfectionist always strives for details and has a burning desire to outperform. This also means that he/she has an acute eye for precision. Perfinza by MRF brings all these attributes together so that riders can feel the perfection as they drive their cars.

    MRF Ltd. EVP – marketing Koshy K Varghese said: “Our R&D engineers had one word in mind when they engineered this tyre – Perfection. Perfinza by MRF is a tyre that delivers the perfect drive every time. The communication uses AB de’ Villiers, another outstanding example of perfection on the field and off it, to showcase how perfection in a tyre results in an exceptional driving experience.”

    The campaign by Lowe Lintas Chennai works to seamlessly facilitate MRF’s first-time foray into the luxury car tyre segment. With an approach that goes beyond communicating just the product, the attempt is to make the brand relatable to the TG, for whom perfection in everything they do is a way of life.

    Lowe Lintas president Hari Krishnan says, “Perfinza targets the luxury car segment. There is significant technology & research that has gone into the making of the product. The communication effort has been to establish the idea of perfection – which is the core expectation of the user and the core attribute of the brand Perfinza.”

    Along with the film, the campaign will explore other online and offline mediums including print, outdoor and digital.

  • ICC announces MRF Tyres as global partner

    ICC announces MRF Tyres as global partner

    MUMBAI:  As fans are gearing up for the upcoming ICC Cricket World Cup 2015, slated to begin in February, the International Cricket Council (ICC) has announced a new partnership with MRF Tyres of India. The announcement comes a day after the tyre and rubber manufacturing company completed 25 years of its association with the gentlemen’s game.

     

    Commenting on the new partnership, ICC chairman Narayanaswami Srinivasan said, “MRF is an active promoter of sport and by deciding to be associated with the ICC in challenging economic times, it has shown its faith and support in the ICC as well as its flagship event.”

     

    In September, the Board of Control for Cricket in India (BCCI) signed a five year agreement with the MRF Pace Foundation to train an elite group of 20 bowlers in three camps overseen by cricketer Glenn McGrath each year. “Through its foundation, which has seen it work alongside some of the fastest bowlers in world cricket, MRF also shares the ICC’s commitment to continuous quality improvement,” added Srinivasan.

     

    Speaking on the new development, MRF chairman and managing director K M Mammen commented, “It is a historic moment for MRF. It is a matter of pride for MRF to be associated with the ICC World Cup Cricket 2015, which is considered by many to be the pinnacle of one-day cricket.”

     

    Adding to this MRF executive vice president Koshy K Varghese said, “We intend leveraging this partnership to bring further awareness of MRF as a global brand.”

     

    As one of the world’s leading manufacturers of tyres and allied rubber products, MRF has a long-standing association with the game. It’s Pace foundation has earned itself the reputation of being a leading institution for developing fast bowling skills across test playing countries.