The Message Strategy behind CEAT`s `Be Idiot Safe` Campaign

CEAT was established in Turin, northern Italy, in 1924. In 1958, it entered the Indian market and in collaboration with the Tata Group , set up CEAT Tyres of India Limited. In 1982, RPG Enterprises Limited acquired CEAT Tyres of India Limited. In 1990, the name of the company was changed to CEAT Limited.

The company offered tyres for motorcycles, scooters, cars and SUVs, light commercial vehicles, three wheelers, farm vehicles and trailers, trucks, and off the road vehicles..