Creative Brief- CEAT

Gripp
Course: Marketing Communication & PR Specialisation

ALISHA RALLAN
 Identify the core value proposition or
what the company does.

CEAT Tyres is an Indian multinational tyre

manufacturing company.

Established brand in the Indian

market, but facing rising competition and
Describe the fading brand memory.

company? The company is renowned for its

engineering excellence and innovation in
tyre technology.
 Identify the problem statement it’s trying
to solve or the opportunity it is trying to
achieve.

What is the CEAT Tyres faces the challenge of being a

forgotten player in the market,

brand overshadowed by competitors like MRF.

The opportunity lies in introducing a
groundbreaking product, 'GRIPP', utilizing
problem or new technology to enhance road grip, and
repositioning CEAT as a leader in tyre
opportunity? safety and performance.
 Remember your learnings from Module 1
of the specialisation.

The primary objective is to launch and

What is the establish the new product 'GRIPP' in the
market successfully. The campaign aims

objective of to create brand awareness, highlight the

technological innovation behind GRIPP,
and position CEAT Tyres as a reliable
the choice for safety-conscious drivers.

campaign?
 Age: 25-45 years
Income Group: Middle to upper-middle class
Motivations:
Who is the - Prioritizes road safety
- Values advanced technology in products

target - Seeks reliable and high-performance tyres

Pain Points:
audience? - Concerned about road accidents caused by
reckless driving
- Frustrated with poor braking performance in
sudden stops
- Dissatisfied with current tyres lacking
superior road grip
Perceptions:
- Views driving as a necessary part of daily life
- Associates quality tyres with enhanced safety
- Open to trying innovative products for a
better driving experience
 Consumers are concerned about road
safety, particularly in chaotic traffic
conditions filled with reckless drivers and
reckless pedestrians.

What is the There is a need for tyres that provide

excellent grip, ensuring safety during
sudden stops and preventing accidents
consumer caused by the actions of irresponsible
people on the road.
insight?
 What is the communication message that
you need to deliver from the insight that
you have derived?

What is the GRIPP - Unmatched Road Grip for Your

key message Safety. CEAT Tyres, where innovation
meets safety. Say no to road idiocy, trust
that you can GRIPP for precision braking and accident
prevention
form from
the insight?
 Identify the competition strength and
distinguish yourself from your
competitor.

Competitors in the tyre market, such as

MRF, currently hold a stronger market
presence. However, there is an

What is the opportunity to differentiate CEAT by

highlighting GRIPP's unique selling
proposition - superior road grip and
competitor advanced braking technology.

analysis?
 Brand Personality for CEAT Tyres - GRIPP
Campaign:
Reliable:
CEAT is a trusted and dependable choice for
safety-conscious drivers.
Innovative:
Pioneering advanced technology with 'GRIPP'
for superior road grip.

Describe the Performance-Driven:

Focused on delivering high-performance tyres
for precision and control.
brand Safety-Conscious:
Prioritizing road safety to address the

personality. concerns of its target audience.

Brand Asset:
Logo and Tagline: The iconic CEAT logo,
paired with the tagline "GRIPP - Unmatched
Road Grip for Your Safety," symbolizes the
brand's identity and commitment to superior
road grip.