Q] A tyre is a functional purchase. From a marketing perspective, how do you build emotional connect or differentiation in this category?
At CEAT, we focus on the outcome that the tyre provides for a consumer beyond just being functional. Apart from specifications, which are important, we also look at what it actually enables. For every vehicle, irrespective of its power and capability, the only piece that is actually in touch with the road or terrain is actually the tyre. So, everything a driver or anybody in the vehicle experiences—whether it is control, confidence or safety—it is all experienced through the tyre. So, ultimately, while the product is functional, the payout over time is highly emotional.
Q] CEAT’s recent campaigns, including the one featuring Zoya Akhtar, have followed a storytelling-led approach. How has that helped build brand resonance?
For us, the product is the hero and has to be at the centre of everything. In that case, the story around it has to be lived. We are not just telling a consumer what happens, but presenting an experience or scenario consumers have lived through. Most of our ads, including the one with Zoya Akhtar, are centred on situations one experiences in real life, such as unexpected showers and wet roads. That makes the communication more memorable.
Over the last decade, we have also started using elements of humour in all our campaigns. Indian consumers now are highly aspirational, and they are no longer driven by fear. When you are on a ride or a drive, what takes you further is your confidence. And that confidence is the premise of all of our recent campaigns.
Q] How has your media mix evolved in recent years?
Traditionally, we look at mediums from a television and a digital point of view. Earlier, digital took a smaller share of the total pie. But in the last few years, things have evolved. Today, digital occupies a bigger part of the media budget. However, it is not TV vs digital; both have their advantages. TV does give us scale. But lately, we have been working more closely on the media front, given how fragmented and rapidly evolving the landscape is. Our focus has been less on reach and more on how effectively we can engage with the customer. Consequently, the KPIs have also evolved.
Q] Influencer marketing is an important part of digital media. But tyres are not traditionally a creator-heavy category. How do you bridge this gap?
Authenticity is one of our biggest foundations. If an influencer has truly experienced the product, we are happy to engage or collaborate with them. That matters more than follower reach. But we have stopped looking at short-term engagements. Also, today, social media influencers have a lot of layers. For example, in our category, there are growing communities, such as the 4X4 and bike riding communities, which are presenting compelling opportunities. To me, those are the creators talking the language of consumers.
Q] Artificial Intelligence has taken over the marketing world. What role does it play in your marketing strategy?
AI does data parsing and data analysis well. It brings efficiency into play. Whether it is testing concepts, or optimising them, the efficiency it brings is amazing. When it comes to content generation, there’s a lot of internal content that needs to be developed, as well as a lot of channel-led communication. In these areas, AI plays a very important role.
But I strongly believe that the emotional part of marketing, especially empathy, still lies with people. As a marketer, I would say that AI is extremely powerful when it comes to effectiveness and efficiency. But when it comes to the consumer, fundamentally, it is the human heart that makes the difference.
Q] CEAT has a noticeable presence in sports, particularly cricket. How do you ensure that sports partnerships deliver long-term brand equity and impact?
‘Brand equity’ is the right word. We don’t look at sports as a campaign avenue. It is a brand asset and long-term investment. I grew up watching the CEAT Cricket Rating. The IPL CEAT Strategic Timeout today is known globally. So, there is a legacy. Rather than just being present from tournament to tournament, we are consistently doing the work, and the reward comes in terms of consumers making a preference for the brand. That is the larger game for us.
Q] CEAT has had associations with several iconic cricketers, such as Rohit Sharma and Harmanpreet Kaur. You also onboarded Yashasvi Jaiswal recently, who is a young, emerging player. What factors determine these collaborations?
There are two things that matter. The first is that there should be a fundamental brand fit. When the personality of the sportsperson marries that of the brand, it is the best fit. The second is that we need to be active in the space. CEAT has been a step ahead in ensuring that we also have younger players in the roster.
Q] If a cricketer retires, would they still deliver the same strategic value for the brand?
What is central to most of the cricketers we associate with is the role they play on the ground. We have been clear about that from day one, and that is how the association of the bat actually works. We cherish the relationships we build but for us, the player on the ground is where the larger gameplay is.
Q] What is next for CEAT?
There is a certain world of CEAT that consumers in India have come to experience. From a marketing perspective, our biggest opportunity, and challenge, is to enable Indian consumers to experience the global CEAT. At scale, we have successfully built a portfolio of products and a brand image that beautifully ties with the Indian market. However, with the increasingly aspirational Indian consumer, we also want to showcase the world-class products that CEAT delivers for the rest of the world.
Also, every industry has a certain point of inflection. In the tyres category, there is an opportunity for us to play into that point of inflection. With electrification happening and EVs gaining ground, there is rediscovery too. How does the vehicle work? How does different components work? And there, tyres become extremely important. Hence, the earlier picture one has... about tyres being thought about once in three to four years, is likely to change.
PROFILE
Lakshmi Narayanan B serves as Chief Marketing Officer at CEAT Limited, where he oversees marketing initiatives across diverse segments including passenger vehicles, trucks and buses globally. With 18 years of experience in sales and marketing, he previously served as Head of Marketing at Asian Paints, contributing to its growth by building a multi-category portfolio and expanding into new market segments. His expertise spans premium segment operations, retailing and services initiatives and product leadership in emerging businesses. He has previously worked with Samsung India Electronics.
ABOUT THE BRAND
Founded in 1924 in Italy, CEAT is a tyre manufacturer with a strong presence in over 110 countries. Headquartered in Mumbai, India, it is the flagship company of the RPG Group. It produces more than 41 million high-performance tyres, catering to various segments like Two and Three-Wheelers, Passenger and Utility Vehicles, Commercial Vehicles and Off-Highway Vehicles.
FACTS
Media Agency: Madison
Creative Agency: Ogilvy
PR Agency: Adfactors PR
