Ceat tyres is one of the most visible brands during IPL 2020. As the main sponsor and through a very clutter-breaking campaign featuring Aamir Khan, the brand, in my opinion, reaped a lot of eyeballs during this IPL season.
Other than the fact that IPL, especially during this pandemic, was a welcome relief to a lot of viewers in terms of entertainment value, Ceat was successful in milking the investment of being a main sponsor through a very clever campaign featuring Aamir Khan. Usually, when you are onboarding a celebrity of the calibre of Aamir Khan, the challenge is to use his persona effectively, reduce the chance of eclipsing the brand in the campaign and make the ad interesting. Ceat was successful in all these counts.
The IPL campaign was for SecuraDrive sub-brand of tyres and the focus was on safety. Over these years, Ceat was trying to own the platform of secure driving for its range of tyres. This campaign also is in the same line. The choice of the brand name SecuraDrive also conveys the brand's intended purpose.
What makes the campaign interesting is how the celebrity was treated in the ad. Here Aamir is a car crash test dummy which in itself is a novel idea. The fact that this dummy is afraid of his life is another twist. This campaign is also a classic example of anthropomorphism in advertising. The concept of giving human-like characteristics to non-human entities is called anthropomorphism. The two campaign is spot on in conveying the brand's message to the viewers. Good Job.
