We all are living in an advertisement age. Today marketers are not only exploring TV commercials as media for positioning their brands, but they are also show casting the social messages in a very effective manner. Youth today are highly influenced by the hype of media, TV ads, and celebrities. Today people are more attached to commercials; we try to link our daily activities with what we see in TV.
I want to focus your attention on one of the best time commercial I have came across. I am talking about new campaign ‘Get a grip-be idiot safe’ by CEAT Ltd .The brand has recently launched new products in its bike Tyres Category. This commercial is promoting the benefits of having CEAT Tyres i.e. provides superior grip which gives better brake control for riders.
The commercial ‘Get a grip-be idiot safe’ is concentrating on Indian roads as full of idiots -who do not follow traffic rules which leads to fatal accidents, and by using CEAT tyres user can become Idoit-safe on roads. This is due to its superior grip of tyres a rider can stop a bike quickly and can avoid a miserable accident.
CEAT have launched two ads under ‘Get a grip-be idiot safe’. One of the ad is showing husband with his pregnant wife returning home late night on their bike. They were involved in discussing about some movie. While driving, suddenly a car crosses them with full speed and husband applies brake to avoid accident. The ad has tried to connect emotionally with audience by showing scared face of pregnant women.
Other interesting commercial under ‘ Be idiot safe’ portrays the typical condition of Indian roads where a person keeps on talking on cell phone while walking on road carrying a baby. This theme shows a classic example of how pedestrian in spite being wrong (i.e. crossing road ignorantly while talking on phone) blames rider angrily by passing idiotic comment “ Aby Andha hai kya”.
CEAT as part of their marketing campaign have explored some innovative options by launching their website called www.beidiotsafe.com. This site focuses on traffic etiquettes and involves its users in a very creative way. It’s a purely social initiative which is done to bring awareness in people by show casting different types of riders who violate traffic rules and drive dangerously.
Overall, thumbs-up to this campaign which is a 360 degree marketing initiative. It’s a best blend promoting both the USP of product and social awareness for traffic rules. Campaign theme of this type helps brand as well as society at large. We are looking forward to more such advertisements. Let’s take an initiative to bring a change in Indian society along with some business profits. After all marketing is all about earning profits and satisfying consumers. Who better knows this than us (future MBA executives)!!!!
-Dishti Naik
GLC RMM10-12
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