Ogilvy India has unveiled a new high-impact campaign for CEAT Tyres, bringing to life the powerful insight that on every road, even the smallest difference in performance can mean everything. Conceptualised around the thought 'Every Little Counts', the campaign creatively demonstrates how precision performance can redefine driving confidence.
When commuting on road, performance isn’t measured in big moments alone. It’s in stopping half a meter earlier. Manoeuvring half a second quicker. Slipping just a little lesser. Gripping half an inch outside the road. CEAT Tyres are engineered with this very philosophy — because when it comes to safety and control, 'Every Little Counts'.
Conceptualized and executed by Ogilvy India, the campaign film takes an unexpected storytelling route by featuring acclaimed filmmaker Zoya Akhtar attempting to shoot a high-intensity car skid sequence for a movie scene. Determined to capture the perfect cinematic skid, she pushes the car across multiple road conditions — dry asphalt, rain-soaked roads, and loose gravel. However, no matter how many retakes she demands or how challenging the road becomes, CEAT tyres deliver unwavering grip and control, refusing to let the vehicle lose traction. The narrative cleverly flips expectations — instead of dramatizing loss of control, it celebrates precision engineering and reliability.
The campaign film has been directed by Shashanka Chaturvedi aka Bob from Good Morning Films and was shot across visually striking landscapes in Baku, Azerbaijan. The location adds cinematic scale while reinforcing the campaign’s performance-driven narrative.
Watch the campaign here:
Speaking about the campaign, Sukesh Nayak - Chief Creative Officer, Ogilvy India said, “With CEAT Tyres, we wanted to move beyond conventional tyre communication and dramatize performance through a witty and entertaining story. The idea was simple — when a tyre is truly built for grip, even a filmmaker chasing the perfect skid won’t get one. This campaign beautifully brought to life by Bob, celebrates engineering excellence in a way that audiences can instantly relate to and enjoy.”
Building intrigue ahead of launch, the campaign generated strong online buzz through teaser content. Media portals such as Pinkvilla and community discussions on Reddit amplified early curiosity after a teaser clip surfaced showing Zoya Akhtar appearing visibly frustrated on set while attempting multiple retakes. The teaser sparked widespread speculation and engagement among audiences.
The full reveal came when Zoya Akhtar herself shared the campaign film on her Instagram handle, captioning it with a witty note that she wanted a perfect skid — but got perfect grip instead. The post quickly resonated with audiences, further driving campaign visibility and reinforcing the brand message.
With this campaign, CEAT Tyres and Ogilvy India aim to reinforce the brand’s commitment to performance-led innovation while delivering storytelling that is insightfully relevant, entertaining, and memorable.
