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Case Details |
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Case Code: MKTG377
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| Case Length: 10 Pages |
| Period: 2010- 2017 |
| Pub Date: 2018 |
| Teaching Note: Available |
| Price:Rs.300 |
| Organization : CEAT Ltd. |
Industry : Tyre Industry
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| Countries : India |
| Themes: Integrated Marketing Communications |
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The Message Strategy behind CEAT`s `Be Idiot Safe` Campaign |
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INTRODUCTION |
In July 2017, Cavi Elettrci Affini Torino SpA (CEAT) Ltd. took its successful ad campaign the ‘Be Idiot Safe’ (Idiots campaign) further with its new ad campaign, ‘Meet the Mahapurush’ (Mahapurush campaign). In the Idiots campaign which the company launched in 2010, CEAT had used satire and humor to advertise the strong grip provided by its tyres, which helped bikers avoid mishaps with various ‘idiots’ on the road, i.e. people who didn’t follow traffic rules.
In the Mahapurush campaign, the company used the Hindi word ‘Mahapurush’ (Great Person) to refer to the ‘idiots’ of its earlier campaign. The new campaign introduced three characters, – ‘Mr. Mahapurush’, ‘Mr. Haat Dikhau’, and ‘Mr Nehlau’.
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