CEAT Tyres -"Kahan Rukna hai, pata hai"
Tagline: “Kahan Rukna hai, Pata hai”
Target: SUV owners
Description: The commercial shows a man trying to get his
daughter married. The ad shows a traditional Indian custom where the groom-to-be’s
family has come to the bride-to-be’s place to see the girl and to discuss about
everything related to the marriage including dowry. The girl shown in the ad hasn't
finished her secondary education, has squint eyes, and is of short height. The
boy’s family is shown as greedy. At
first girl’s father doesn't realise he is making a mistake, but when the family
starts negotiating dowry, he recalls how he was about to fall into a big crater
on the road the same morning - but his CEAT Tyres saved him at the right time.
He tells the family that he knows where to stop, and puts an end to the
proposal.
Analysis:
After last year's ‘The roads are full of idiots’
series, CEAT Tyres has taken a higher ground in its new campaign to communicate
the strong grip of its tyres. The brand has woven in social messages.
The films drive home the point that just like one would know when to stop from
doing the wrong thing in life, Ceat Tyres know where to stop and avoid an
accident. With this new proposition they have tried to bring in a social angle
to their communication. Just like in life, you might go off road at times but
you know where to put a leash onto yourself. Similarly, Ceat Tyres know when
and where to stop to avoid any accidents that you may regret forever.
Maruti Eecos
Tagline: “Happiness family size!”
Target: Prospective car owners of medium segment
Description: The film is about two families travelling in
their cars separately to meet each other: a would-be-bride’s family (from North
India) and a would-be-groom’s (from South India). The conversation in both the
cars revolves around how their cultures are different, expressing reservations
about the prospect of marriage between children from the two families. On
reaching the venue, the animosity fades when the families discover that both of
them have commuted by the Maruti Eeco. The members greet each other warmly and
soon both families start celebrating. A voice over then explains the features
of the car such as its size, mileage and air conditioning. The film ends with
the boy and girl driving away in the Eeco along with their families as a voice
surmises, 'Happiness family size!'
Analysis: Maruti Suzuki’s latest campaign for Eeco aims to strengthen
its position as the perfect family car for the entire Indian family. The
uniqueness of the ad is in the way they have captured the nuances of two
different cultures in a joyful and witty manner and eventually ended saying one
India one choice. The ad has a light humour associated to it and at the
same time strongly puts forward the characteristics of the product i.e. more
space, more mileage and powerful AC. The ad strikes a chord with the masses and
people will want to watch it again and again. The humour is such that it will
lead to the desire for repeated viewing, and the emotional and rational connect
(the features and value for money) will help generate stronger brand
consideration.
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