CEAT Tyres, India’s main tyre producer, has signed Bollywood famous person Aamir Khan as its brand ambassador for 2 years. As a part of an built-in advertising and marketing marketing campaign, Aamir Khan will characteristic in two commercials throughout the course of the IPL 2020 to advertise CEAT’s Secura Driverange of premium automotive tyres. The first advert shall be aired at the starting of IPL and also will be rolled out/promoted throughout completely different media platforms each on-line and offline. The marketing campaign based mostly on the theme ‘don’t be a dummy’ emphasises on the utilization of high-quality tyres that present full security in any form of driving circumstances.
Created by O&M, the marketing campaign is predicated on an fascinating storyline set in a complicated tyre testing facility, the place check dummies are used for testing. Aamir Khan’s character is that of a dummy who involves life when nobody’s watching and manipulates conditions to save lots of himself from the perils of tyre testing. The concept is to propagate security and showcase how the CEAT SecuraDrivecar tyres allow a secure drive in numerous driving conditions, via superior management at excessive pace turns and exact 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, and so forth.
Mr Amit Tolani, Chief Marketing Officer, Ltd, mentioned, “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 mentioned, “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 the 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.”
Rohit Dubey, Group Creative Director, O&M mentioned, “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 collaborate 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 customers and stands out in the crowd of IPL spots.”
The CEAT SecuraDrive tyres with the broad longitudinal tread grooves and good compounding expertise assist preserve the car inside the driver’s management on moist and dry highway circumstances.
The enhanced tyre tread expertise helps in decreasing noise ranges whereas commuting and delivers a particularly snug driving expertise.
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