Aditya ChaudhuriIndia senior women’s national cricket team captain Harmanpreet Kaur is the face of CEAT’s new television campaign, titled “For The Game Called Road”. The campaign is for CEAT’s two-wheeler products.
Lakshmi Narayanan B, Chief Marketing Officer, CEAT Limited, commented:
“CEAT has been passionate about cricket and as the cricket fever grips in – we all see cricket in every moment. ‘For The Game Called Road’ is Harmanpreet’s perspective of Indian roads and how she sees cricket at every turn and corner. It’s a light-hearted and fresh take of a rider on road seeing a parallel world of cricket. It’s CEAT’s way of paying a tribute to the sport and its fans.“
Rohit Dubey, Executive Creative Director, Ogilvy, said:
“On the face of it, it’s a safety and product story with metaphors from cricket. But if you look closely, it’s the story of learning from the young, entrusting them – with a senior male coach, confidently taking the pillion seat, we’re implicitly trying to break stereotypes as well. And when it comes to riding, Harmanpreet does it so affably, without a sense of malice towards the road, but a playfulness…we were pleasantly surprised with her performance. Having said this, none of it would have been possible without a strong marketing intent from team CEAT, which finally decided to bring its cricketing association to its communication forefront, reading the media landscape right and aligning all the vectors towards it. We’re positive that this will elevate the love for the brand.“
