Another brand to break the clutter in its category was Ceat Tyres. It did so through cause-based marketing and advertising. The creative agency is Ogilvy India. Its campaign 'The road is full of Idiots' was unusual because, though it emphasised the worn-out category proposition of grip, it did so in a manner that entertained while it preached. The message was conveyed subtly and the consumers were left feeling well looked after as their safety on the roads was shown to be at stake due to the idiocy of others around.
To support the two-film TV campaign, an on-ground campaign roped in Café Coffee Day to promote the brand and address road discipline issues. The baseline of the effort was 'Be Idiot Safe'. First, it launched a 45-day-long teaser campaign where coffee mugs at CCD outlets were branded with traffic pictures. This was followed by a revealer campaign. Ceat used various props, such as grips for phones and mugs, to highlight the superior grip of the product. In the revealer campaign, the company branded about two lakh mugs.
The campaign was also supported by digital efforts. The company took the initiative of spreading awareness about road etiquette on the online space by launching a website, www.beidiotsafe.com. It showcased bad driving, traffic violations and dangerous road habits. The objective of this social initiative was to acquaint the page visitor with different types of idiots, who do not follow road etiquette and traffic regulations. Ceat also launched a mobile game in the hope of reaching more target consumers.
K S Chakravarthy aka Chax, national creative director, Draftfcb Ulka, shares his views on the brand's claim that the road is filled with idiots. He says, "What an idea. What a line. This is advertising that draws you in, keeps you guessing, almost gives you a heart attack - and then finishes with a line that makes every motorist go 'Yessssss'. I will happily buy the writer of the ads a drink some day." Chax particularly highlights the ad in which a careless man is pushing a pram on the road while talking on his cell phone.