[TusharK]

Ceat Tyres has signed Bollywood actor Amir Khan as its brand ambassador for 2 years.



The actor will feature in two commercials of Ceat's SecuraDrive range of car tyres. The advertisements will be aired during the 2020 IPL season.

The marketing campaign is called 'Don't be a dummy' and is based on a storyline set in a tyre testing facility, where test dummies are used for testing. Amir Khan's character is that of a dummy who comes to life when no one is watching and manipulates situations to save himself from the perils of tyre testing.

Ceat’s SecuraDrive tyres are designed for sedans such as the Honda City, Skoda Octavia and Toyota Corolla as well as compact SUVs like Hyundai Creta, Maruti Suzuki Vitara Brezza and Honda WR-V.

According to the company, the tyres are designed for both wet and dry conditions. The longitudinal tread pattern is said to lower noise levels.

Link to Team-BHP News

[BoneCollector]

I'm unable to recall but there was one advertisement wherein the crash test dummies came to life after everyone left. It could be on similar lines.

Edit - It was something like this but not exactly this one.

Was it this?

Or maybe they'll come up with something like this -

Tale 1

Search for #MBCrashTales on YouTube.

[rahul_kej]

IMHO car companies should refrain from using bollywood celebrities as there brand ambassador in current situation. The are reel life heroes and all of us has to understand that and even big companies should act accordingly else it can even lead to negative marketing.

Its my personal opinion and don't want to hurt the emotions of any members or start a debate regarding the same.

[GTO]

That crash test dummy sure looks good . Brilliant idea to add a celebrity's face to the crash test dummy. I don't think anyone else has done it before. Khan has mass market appeal, which fits in just well with Ceat Tyres' plan & positioning.

[dark.knight]

Fun facts :

- CEAT stands for Cavi Eletrici E Affini Torino, founded in Turin for manufacturing electric cables and associated products.

- Later was acquired by RPG Group of India.

- Yokohama collaborated with them and helped them make their first radial tyres.

Though they make good business from heavy vehicles, auto rickshaws, commercial vehicles etc along with a few SUVs, this brand to me is anything but premium, its an 80s brand that always refuses to go away.

Granted that rubber tyre production techniques are much the same and CEAT now has the expertise to come up with premium compounds much as other companies but personally, I'd go for Michelin - Yoko - Conti in that order.

[RSR]

Just before the pandemic struck, CEAT inaugurated their sixth and largest tyre plant in Sriperumbudur, near Chennai. From signing the MoU with the state government to starting production, it was done in record time.

I was wondering if CEAT is so big a brand as to operate six factories in India, considering that they're quite a weak player in the aftermarket segment for cars. Almost no one I know willingly chooses CEAT as replacement tyres, and the brand's retail presence is also relatively small when compared to other local tyre brands like MRF & Apollo.

It does look like they generate most of their sales from the commercial vehicle segment and OEM supplies to automobile manufacturers.

Sadly for them, I don't believe this campaign with dummies is going to do much to improve CEAT's sales in the aftermarket segment for cars.

[five46]

As a 90s kid, the first thing that I remember when I hear/see of Ceat is the Rhino and the "Born tough" ad.

Somehow, I feel Ceat has lost its brand positioning.



There's an interesting read too on this subject.

Ceat: Born tough. Died Unceremoniously.

[Leoshashi]

Originally Posted by BoneCollector

I'm unable to recall but there was one advertisement wherein the crash test dummies came to life after everyone left. It could be on similar lines.

Maruti had used similar ads for their facelifted Estilo:

https://www.youtube.com/watch?v=pouQkUAeMl4

https://www.youtube.com/watch?v=EOJ_...=emb_rel_pause

[AtheK]

Here it is.

https://www.youtube.com/watch?v=4V9M1zaRfak

[DicKy]

Originally Posted by AtheK

Here it is.

Sorry, but does anyone else feel that they should have put more effort into the rendering?

If they wanted to rope in Aamir Khan, presumably for bucket loads of cash, even a casual glance of the ad should make viewers identify the dummy as Aamir Khan.
And unlike Shahrukh Khan, in non-hindi versions, people won't be able to identify merely by his voice modulation.

Agreed, there is only so much you can do to a monotone crash dummy's face, but in the ad, especially the end part inside the car, either have to squint hard to see the resemblance or you have to know beforehand that it is him.

Well, agreement for two years. Definitely there will be more adverts properly using his brand power.

[sukarsan]

Ohh.. thats Amir Khan! I have seen the ad a few times and I was thinking that dummy sounds familiar..

[msync73]

Originally Posted by RSR

Just before the pandemic struck, CEAT inaugurated their sixth and largest tyre plant in Sriperumbudur, near Chennai. From signing the MoU with the state government to starting production, it was done in record time.

I was wondering if CEAT is so big a brand as to operate six factories in India, considering that they're quite a weak player in the aftermarket segment for cars. Almost no one I know willingly chooses CEAT as replacement tyres, and the brand's retail presence is also relatively small when compared to other local tyre brands like MRF & Apollo.

It does look like they generate most of their sales from the commercial vehicle segment and OEM supplies to automobile manufacturers.

Sadly for them, I don't believe this campaign with dummies is going to do much to improve CEAT's sales in the aftermarket segment for cars.

I happened to do some research on CEAT a while back as was planning to invest in the stock. The brand seems to be doing pretty well in the last 3-4 years, purely from business numbers and market penetration. Apparently, their factory in Halol, Gujarat is maxed out on capacity and the new Chennai plant being ramped up to meet additional demand. It currently stands at no.3 in the car tyre segment (surprising?), after MRF/Apollo. Bridgestone was a strong no.2 few years back, however has apparently slipped to no. 4 in volumes, owing to certain channel issues. CEAT's penetration in the lower rim sizes is strong (urban and upcountry), possibly the premium sizes are a challenge.

Aftermarket is their biggest contributor to business. See this -

https://auto.economictimes.indiatime...t-ltd/77274004


Presence in OEM is obviously a key performance indicator for a tyre brand, which is where CEAT doesn't match up to the likes of MRF, BS. Though I observed the Secura drive tyres on my friends new Hyundai Venue. Heard they're also coming in as stock fitment for Nissan Magnite. And they seem to be the exclusive shoes for the new Thar.

[riteshritesh]

With so many Secura Drive adverts being thrown over during the IPL matches, can anyone share some feedback/comments on the tyre? Any actual usage experiences? I wouldn't mind trying them on my Honda City 2016 ZXi CVT as they have 195/60/R15's available and the MRP is 4864 on their website.
With Tyre imports prohibited, I am making mental provisions to adjust to 'Buy Indian'.

[hardy_007]

I have been using Securadrive tyres for my Baleno since Jan this year. Personally, these Indian origin tyres have been very impressive performance-wise. I say this in comparison to my experiences with the Pirellis and the Michelins in the recent past. Although I didn’t get to travel much thanks to the lockdown, I did a couple of long road trips pre-lockdown. The steering response to cornering and overtaking is precise and effortless. I felt confident even at high speeds—no lack of grip. The tyres do a great job on the braking front too. So far, I have no complaints!