CEAT launches Bike Tyres Campaign

India Infoline News Service / 10:45 , Nov 15, 2010

The brand has added new products in Bike Tyres category and is promoting core benefit of superior grip for this range of tyres which gives better stopping power
for the rider.

CEAT Ltd, India’s leading tyre manufacturer launched a campaign forBike Tyres. The brand has added new products in Bike Tyres category and is promoting
core benefit of superior grip for this range of tyres which gives better stopping power for the rider.

The creative idea behind the advertising campaign is that our roads are filled with Idiots who do not follow road discipline and prove fatal for
everyone else. Since you cannot take these idiots off the road, you need to deal them in your daily routine. Hence, your tyres should have a
superior grip to enable you to stop at will and save yourself from such idiots.

The company has launched a 360O marketing campaign to promote Bike Tyres category. Other than the regular ATL advertising, the company
is exploring some innovative options and for this the company has huge plans. One of the initiatives that the company is undertaking is taking the
ownership of spreading awareness about good road etiquettes. To do this, the company has launched a website called www.beidiotsafe.com.

CEAT launched this website to showcase bad driving, traffic violations and dangerous road habits. This is a social initiative. The objective is to
acquaint the visitor with different types of people or idiots who do not follow the Road Etiquettes, traffic rules and regulations.

On this occasion. Arnab Banerjee, Executive Director Operations, CEAT Limited said, “We want to increase our market share in the two-
wheeler category, and this campaign aims to address that. The campaign is mainly launched to promote the USP of our product and address the
target segment that we have identified. The cornerstone of proposition is that CEAT Bike Tyres are the best tyres to navigate the chaos on the
Indian roads because of the superior grip it offers.”

“Companies are increasingly adopting cause based marketing approach as it helps brand as well as society at large. We felt that there is a need
to address the road discipline issue as India scores the highest globally when it comes to road accident deaths” added  Banerjee.
CEAT launches Bike Tyres Campaign
CEAT Ltd, India's leading tyre manufacturer launched a campaign for Bike Tyres. The brand has added new products in Bike Tyres category and
is promoting core benefit of superior grip for this range of tyres which gives better stopping power for the rider.

Mumbai, Maharashtra, November 19, 2010 /India PRwire/ -- CEAT Ltd, India's leading tyre manufacturer launched a campaign for Bike Tyres. The
brand has added new products in Bike Tyres category and is promoting core benefit of superior grip for this range of tyres which gives better
stopping power for the rider. The creative idea behind the advertising campaign is that our roads are filled with Idiots who do not follow road
discipline and prove fatal for everyone else. Since you cannot take these idiots off the road, you need to deal them in your daily routine. Hence,
your tyres should have a superior grip to enable you to stop at will and save yourself from such idiots.

The company has launched a 360O marketing campaign to promote Bike Tyres category. Other than the regular ATL advertising, the company is
exploring some innovative options and for this the company has huge plans. One of the initiatives that the company is undertaking is taking the
ownership of spreading awareness about good road etiquettes. To do this, the company has launched a website called www.beidiotsafe.com.
CEAT launched this website to showcase bad driving, traffic violations and dangerous road habits. This is a social initiative. The objective is to
acquaint the visitor with different types of people or idiots who do not follow the Road Etiquettes, traffic rules and regulations.

On this occasion Mr. Arnab Banerjee, Executive Director Operations, CEAT Limited said, "We want to increase our market share in the two-
wheeler category, and this campaign aims to address that. The campaign is mainly launched to promote the USP of our product and address the
target segment that we have identified. The cornerstone of proposition is that CEAT Bike Tyres are the best tyres to navigate the chaos on the
Indian roads because of the superior grip it offers."

"Companies are increasingly adopting cause based marketing approach as it helps brand as well as society at large. We felt that there is a need to
address the road discipline issue as India scores the highest globally when it comes to road accident deaths" added Mr. Banerjee.

Notes to Editor

About CEAT

CEAT Tyres, the flagship company of RPG Enterprises, with an annual turnover of more than Rs. 3000 crore, was established in 1958. Today,
CEAT is one of India's leading tyre manufacturers and has a strong presence in both domestic & international markets. The company
manufactures over 10 million tyres every year and enjoys a major market share in the light truck & truck tyre market. CEAT tyres, tubes and flaps
are renowned for their superior quality and durability. CEAT offers the widest range of tyres to all user segments and manufacture world-class
radials for all Indian vehicles including: Heavy-duty Trucks and Buses, Light Commercial Vehicles, Earthmovers, Forklifts, Tractors, Trailers, Cars,
Motorcycles and Scooters.
CEAT has three manufacturing plants - Mumbai (Bhandup), Nasik, Sri Lanka and is in the process of commissioning a new radial plant at Halol,
Gujarat. The company currently exports tyres to nearly 110 countries across USA, Europe, Africa & other parts of Asia. CEAT has a robust
network consisting of over 3,500 dealers, 37 regional offices and more than 100 C & F agents. CEAT also has a branded franchisee network
'CEAT Shoppe'. These Shoppes are retail tyre outlets, providing comprehensive expertise in tyres and tyre services -- all under one roof. The
company has a dedicated Customer Service department, comprising Customer Service Managers in all the seven zonal offices, assisted by 49
Service Engineers. The board of the company is headed by Mr. R P Goenka, Chairman Emeritus and Mr. Harsh Goenka, Chairman, RPG
Enterprises. Mr. Paras K Chowdhary is the Managing Director of CEAT Ltd., Mr. Anant Goenka - Dy. Managing Director of CEAT Ltd. and Mr.
Arnab Banerjee who is Executive Director - Operations.

About RPG Enterprises

RPG Enterprises is one of India's leading business groups with a turnover of `17,000 crore (USD 3.7 bn). RPG Enterprises has a presence in
sectors including infrastructure, power, tyres, retail, information technology, carbon black, speciality and entertainment.
CEAT: Get a grip
Arunima Mishra / New Delhi Dec 06, 2010, 00:21

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RPG Enterprises has unveiled a new campaign for CEAT tyres. After the rebranding exercise (it changed the CEAT logo in 2008), this is the
second-biggest marketing investment. The positioning, “Be idiot-safe”, builds on the idea of following road discipline, and how good tyres can help
a motorcycle rider avoid accidents.

CEAT Executive Director (operations) Arnab Banerjee says: “The idea behind the campaign is that the roads are full of idiots who do not follow
road discipline. Since these idiots cannot be taken off the road, the tyres of your two-wheeler should have a superior grip to enable you to stop
when necessary and save yourself. The campaign promotes the “better road grip” feature of CEAT tyres.”
The thought behind the three TVCs is to educate users about the chaos on the Indian roads. “Mostly, tyre companies show a mountain or a bumpy
road to explain the features. But we wanted to take a slice of life to align the campaign with our brand strategy. Our target group is youngsters
below 30 years of age: College-goers and first-time job-holders,” says Banerjee.

The first film opens with a man, who is talking on his mobile phone, as he walks on a busy street pushing a pram. With total absence of mind, he
abruptly turns the pram to cross the street, and a biker driving on the road stops in no time before the man. The man looks disgusted, as he yells at
the biker for not being attentive. The voice-over: “The streets are filled with idiots. CEAT tyres come with an advanced grip and angular grip
design.”

The second film shows a couple (the wife is expecting) returning after watching a movie on a bike. As they discuss the plot of the film, a car with
youngsters stops right across their path. The man driving the bike brakes to avert a mishap. The third TVC showcases how four-wheeler drivers
also play havoc by keeping the car in the middle of the road.

While Shyam Madiraju is the director of the films, the production house is Magic Hour Productions. The films were shot in Mumbai over one night
and two days. Ogilvy India Executive Creative Director Anup Chitnis says, “The creative brief was to play around the grip of the bike, as the biker
needs the grip the most. On the Indian roads, people don’t care about the bikers, and they enter the road without any hesitation.”

Besides the three TVCs, the company launched a teaser campaign last month where coffee mugs at Café Coffee Day outlets were branded with
traffic pictures and the brand positioning, ‘Be idiot-safe’. Also, it launched its digital campaign through the website, www.beidiotsafe.com, to
showcase rash driving, traffic violations and dangerous riding habits to support the TV-led campaign. “While in just 20 days, CEAT acquired
10,500 fans on its Facebook page, 250,000 visitors had hit the site in a month’s time,” says Banerjee.

According to Automotive Tyre Manufacturers’ Association, three dozen tyre manufacturers operate in the industry, and 10 large tyre companies
account for over 95 per cent of the total tyre production. “CEAT competes with other players like TVS and MRF in the OEM (original equipment
manufacturer) segment as well as in the replacement tyre market. While CEAT’s market share is in single digits in the OEM segment, it has
garnered 15 per cent share in the replacement tyre market. We have strong brand equity in the replacement tyre market which the current
campaign aims to strengthen,” adds Banerjee.