CEAT urges bikers to get a grip in monsoon season

ERJ staff report (BC)

Mumbai – Indian tire maker CEAT is highlighting the dangers for two-wheeler riders of the south Asian monsoon season in a television advertising campaign, reports the Business Standard.

CEAT, which ran a campaign themed “The road is full of idiots” a few years ago, is continuing in a similar vein to underline the dangers of lack of road grip and skids caused by flash showers and downpours during the monsoon. The campaign revolves around CEAT's All Season tire, which is claimed to provide superior road grip.

The 30-second advertisement depicts a motorcycle rider on non-CEAT tires losing his grip. He falls, only to invite ridicule from passers by. In the next cut, we are shown a CEAT tyre user manoeuvring around traffic, potholes and even children who suddenly obstruct his path. The rider manages to avoid these and keep his balance. The voiceover exhorts: “Monsoon shouldn't change the way one look at roads. Be monsoon-smart”.

The company is planning a digital extension of the campaign.

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Full story from Business Standard