afaqs!

Ceat Tyres promotes road safety rules

By Saumya Tewari , afaqs!, New Delhi | In Advertising | December 17, 2015
In order to curb drunk driving, tyre manufacturing brand Ceat launches road safety initiative for consumers.

The tyre manufacturer brand Ceat has tied up with Party Hard Drivers (PHD), a Mumbai and Pune-based chauffeur's service to promote its road safety initiative. As part of its association, Ceat effectively engaged with PHD customers through calls and SMS. The activation will go on until January, 2016.

Party Hard Drivers ensures that party-goers are driven home safely in their car after an extra swig at parties. The partnership rides high on the common value between both brands, which is that of safety. PHD chauffeurs provide their reliable and secure service to citizens, thereby, playing a key role in spreading the road safety message.

A screenshot of the Party Hard Drivers's website

Nitish Bajaj

Speaking on the initiative, Nitish Bajaj, vice-president, marketing, Ceat Tyres, says, "Our brand positioning has always geared towards focusing on the superior grip of the tyres which provide a safer travelling experience to the consumer. As an organisation, this is one of the many initiatives we have taken to promote road safety. Drunk driving continues to be a life-threatening offence. Ceat wants to appreciate all consumers who choose to not drive after consuming alcohol."

From the advertising perspective, Ceat Tyres is focused on the passenger segment. Hence, the brand targets the three and four-wheeler drivers in the mass segment.

In terms of advertising, the brand uses television as its primary medium to communicate with consumers. And, with an increasing number of consumers getting used to digital as a medium, it has become a focus point. However, the brand is not heavy on print, informs Bajaj.

Ceat Tyres has launched various initiatives to promote road safety in the past. It initiated a nation-wide road safety drive 'Drive Safe Dad'. The company tied up with the kids edutainment chain KidZania, engaging more than 500 children in Mumbai across the age group of 5-10 years. The campaign aimed at educating children on the nuances of safe driving, executed in a manner that was fun.

Apart from this, Ceat Tyres also runs a programme called Swayam which trains and empowers economically less-privileged women in driving skills.

A flagship company of RPG Enterprises, Ceat offers a wide range of tyres to all segments and manufacturers. It includes heavy-duty trucks and buses, light commercial vehicles, earthmovers, forklifts, tractors, trailers, cars, utility vehicles, motorcycles, scooters, as well as auto-rickshaws. It claims to have a major market share in the truck, light truck and the two-wheeler segment.

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