Superstition nahin, CEAT Tyres says Irrfan Khan in new CEAT Campaign Aired on 24 March 2014

Superstition nahin, CEAT Tyres says Irrfan Khan in new CEAT Campaign

Aired on 24 March 2014



  • To increase awareness about wide range of CEAT SUV Tyres
  • The primary focus will be on “Superior grip”, which is the core proposition provided by CEAT brand
  • The campaign intends to position CEAT Tyres, as a savior in unsafe accident-prone situations coming in the way of your journey

Brief to the Agency:

  • CEAT communication strategy has always been led by strong consumer insight.And consumer insight here was how people follow superstition blindly out of their anxiety for safe journey
  • To create Buzz around the brand communication, which allows the brand to enter the purchase consideration set among SUV owners
  • To leverage strong visuals to bring out the core proposition of the product in full glory


  • The TVC showcases how people pacify their anxiety for safe journey by adhering to superstitious beliefs, while ignoring the condition of the tyres of their SUVs
  • TV Campaign will have two distinct creatives taking on two different journey related superstitions. At the same time the campaign will also highlight the importance of the tyre with the focus on the ‘Superior Grip’ proposition by CEAT
  • While the brief did not have Celebrity as the face of the campaign, it was only decided after listening to the scripts to leverage a celebrity like Irrfan Khan, who adds important values of credibility and premiumness
  • As Irrfan is known for being choosy about his films & brand endorsements, this association promises a unique exciting proposition
  • Irrfan is very relatable with people across India with his strings of movies successes in Bollywood and Hollywood. He is a self-made man, who’s created his own identity in the industry without Godfather
  • The creative was made keeping in mind CEAT tyres promise of “superior grip” while on the road and ensuring safety during the journey

Media: TVCs, Digital, Outdoors, Print, Radio& PO

The 360* campaign will see lots of digital innovation on the web for the first time in this category. It will also focus on OOH, Radio and Print mediums

Quote from CEAT [Nitish Bajaj, VP, Marketing, CEAT Tyres]:

“SUV is our vision category where we want to have leadership share. After establishing success in the bike segment, CEAT is very keen on repeating the success in the SUV segment as well. The new UVR campaign has been developed after months of research and is founded on relevant consumer insight.”

Quote from CEAT [Prabhakar Tiwari, General Manager, Marketing, CEAT Tyres]:


“We at CEAT conceived this campaign based on a strong consumer insight around blind belief on journey related superstitions. We have a credible face in Irrfan to give this simple message about tyre being the real saviour in any journey. The approach will be 360 degrees in naturekeeping TV and digital as lead mediums. We plan to be innovators in SUV tyre segment by creating fresh marketing approach.”

Quote from Agency- Ogilvy & Mather [Anup Chitnis, Executive Creative Director, South Asia]:

“Every time we hit the drawing board for CEAT, we make an effort to stay out of the blind spots that the tyre category suffers from, viz, a hollow proposition and overt styling masquerading as an ad. Hence, each of our attempts at showcasing CEAT’s superior grip and better control comes from a powerful insight. This time around, the insight of superstitions while driving, was glaring at us in the face and it was way too juicy to pass. The best part was, even our partners at CEAT were all in, for this gutsy move, to question driving beliefs. Speaking of gutsy, there’s no one like Mr. Irrfan Khan to deliver it. It was an absolute pleasure working with him, as he also brought with him a lot of fresh ideas to the table and helped it evolve.  With this new communication we hope that while driving, people will rely less on superstition for safety and more on a product that delivers.”