CHALLENGE

Present CEAT motorcycle tyres in a way that appealed to the socially active, stylish youngster.

Idea

The target audience is extremely fashion-conscious and takes great care to maintain an attractive visual appearance. This involves carefully matching their clothes: shirt to trouser, shoes to belt and wrist watch. Even socks! Simply put they go to great lengths in order to ensure their upper body perfectly matches the lower!

So in the same way shouldn’t the top of the bike match the lower?

The Execution

“The Perfect Match”

CEAT: The tyre that perfectly matches your motor bike!

Results

71% of the TV audience was exposed to the CEAT advertisement at least once.

62% correct element recall among those who had seen communication for CEAT on TV.
Source: LMRB post analysis 2016

Recall for “Shorts” and “උඩයි යටයි මැච් වෙනවද?”

(Does your top match your bottom?) were the most memorable elements.
Source: LMRB post analysis 2016

Advert has clearly made an impact on brand salience, enhancing perceptions for CEAT.
Source: LMRB post analysis 2016

Market share has increased from 17% to 21% in the 15/16 financial year as a result of the campaign.
Source: Advertiser data as at 2016

4% market share through TV and Print media only. Advertising was limited to these 2 mediums due to budget constraints.

Other campaigns launched during the last 3 years only garnered an Average of 5% market share.

With the “Perfect Match” campaign the brand gained 4% market share within a year!
Source: Advertiser data as at 2016