Aamir Khan has become the brand ambassador of CEAT Tyres India for two years in numerous campaigns across all media platforms. The first campaign in which the superstar acts as a crash test dummy driving the Kia Seltos will be on air in the ongoing IPL 2020.
Aamir Khan will star in two commercials in the IPL 2020 to advertise a new range of premium CEAT tyres, known as the CEAT’s SecuraDrive tyres campaign. The first one, themed ‘don’t be a dummy’, will be on air at the beginning of the IPL across many media platforms, both offline and online. The TVC highlights how high-quality tyres can be used to provide better safety in all driving and weather conditions. The TVCs are shot without the crowds, given the current situations of the COVID-19 pandemic in India. Firstly, let’s have a look at the new CEAT Tyres TVC in which Aamir Khan drives the Kia Seltos as a dummy.
Created by O&M, the TVC has its storyline set in an advanced tyre testing plant with crash test dummies for testing. In the commercial, Aamir Khan acts as a dummy which comes to life without anyone's recognition. In the TVC, he manipulates the situations to escape from the tyre testing’s dangers. The TVC is aimed at showing how CEAT SecuraDrive tyres provide safety under various driving conditions.
The reason why CEAT has chosen Aamir Khan as the ambassador for this campaign is that the company feels he is the symbol of all the core values of CEAT: innovation, perfection, passion and integrity. The IPL 2020 has been chosen to be the place for the TVCs to be on air with a view to reaching a large number of customers.
As regards CEAT, it is an Italian-rooted Indian company. In 1958, the company was incorporated in India in collaboration with Tata Group. Acquired by the RPG Group in 1982, CEAT has been the parent company of CEAT Tyres ever since.
Launched in 2018, CEAT’s SecuraDrive tyres are developed to be used on premium compact SUVs and sedans such as Hyundai Creta, Honda WR-V, Maruti Vitara Brezza, Skoda Octavia, Toyota Corolla, etc. The tyres offer wide longitudinal tread grooves and compounded technologies which support the driver in handling the car both on dry and wet road surfaces. The additional tread decreases noise emission and provides a more comfortable driving experience.