CEAT unveils new strategy focused on exploration and off-road adventure
Storyboard18 spoke to Lakshmi Narayanan B, Chief Marketing Officer at CEAT about the new communication strategy and the reason behind the shift.
Tyre maker CEAT just announced a shift in its communication identity and strategy. The new strategy positions CEAT as the ideal companion for exploration.
This approach aligns with the shift being witnessed towards all-terrain vehicles and high-performance off-road bikes as well as the growing interest in travel and discovery.
As a part of the newly-launched campaign, CEAT also leveraged its decade-long association with Tata IPL's strategic time-out to deliver its brand message.
Storyboard18 spoke to Lakshmi Narayanan B, Chief Marketing Officer at CEAT about the new communication strategy and the reason behind the shift.
Recognising the significance of both traditional and digital channels, Lakshmi, was asked how CEAT Tyres divided its advertising budget between linear TV and digital during the last IPL.
"Clearly, I think the majority of 60% would have gone to digital," he said.
When questioned about their spending plans for IPL24, Lakshmi replied, "We're keeping all options open."
Cement brand Bangur Cement will donate more than five lakh kilos of cement as a part of its 'Vote Solid, Desh Solid' campaign.
The announcement came in this week and it also underscores the success of their campaign, which was aimed at encouraging citizens to vote in the 2024 general elections.
As a part of the campaign, Bangur Cement had launched the 'vote ka vachan' initiative, encouraging citizens of India to pledge their vote for every pledge received.
Bangur Cement committed to donate 1 kg of cement for social welfare purposes. Sushrut Pant, Head of Marketing at Bangur Cement, discussed this special initiative with Storyboard18.
Watch this video for more.
This approach aligns with the shift being witnessed towards all-terrain vehicles and high-performance off-road bikes as well as the growing interest in travel and discovery.
As a part of the newly-launched campaign, CEAT also leveraged its decade-long association with Tata IPL's strategic time-out to deliver its brand message.
Storyboard18 spoke to Lakshmi Narayanan B, Chief Marketing Officer at CEAT about the new communication strategy and the reason behind the shift.
Recognising the significance of both traditional and digital channels, Lakshmi, was asked how CEAT Tyres divided its advertising budget between linear TV and digital during the last IPL.
"Clearly, I think the majority of 60% would have gone to digital," he said.
When questioned about their spending plans for IPL24, Lakshmi replied, "We're keeping all options open."
Cement brand Bangur Cement will donate more than five lakh kilos of cement as a part of its 'Vote Solid, Desh Solid' campaign.
The announcement came in this week and it also underscores the success of their campaign, which was aimed at encouraging citizens to vote in the 2024 general elections.
As a part of the campaign, Bangur Cement had launched the 'vote ka vachan' initiative, encouraging citizens of India to pledge their vote for every pledge received.
Bangur Cement committed to donate 1 kg of cement for social welfare purposes. Sushrut Pant, Head of Marketing at Bangur Cement, discussed this special initiative with Storyboard18.
Watch this video for more.
(Edited by : Vrushali Sawant)
First Published: May 25, 2024 12:24 PM IST
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