‘Be Idiotsafe with CEAT bike tyres’ campaign bags the Gold Award at The EFFIE

The CEAT Gripp ‘Be Idiotsafe with CEAT bike tyres’ campaign created by Ogilvy and Mather was awarded the Gold Award at The EFFIE in the Consumer Durables Automobiles and Auto Parts Category. The campaign also bagged the Silver Award in the Integrated Advertising Campaign Category where it was pegged against campaigns like Cadbury- Shubh Aarambh, Pepsi-Change the Game, Nescafe- Know your Neighbours, Cadbury Celebrations, TVS Scooty Pep+, Vodafone-Blackberry for Everyone and Volkswagen Vento. Apart from the prestigious Gold and Silver awards, CEAT was among the top 5 clients this year.



The ‘Be Idiotsafe with CEAT bike tyres’ campaign was competing with companies like Volkswagen Vento, Tata Manza, Bajaj Pulasar, Maruti Suzuki Sx4, Hero Honda Pleasure, Audi A8 & TVS Scooty Pep+. The idea of the campaign was based on the unpredictable and unapologetic infested Indian roads that put the bikers at a great risk. This cause based marketing campaign was promoted aggressively on online as well as offline media platforms to engage with the young minds of the country.


Speaking on this occasion, Mr Arnab Banerjee, Executive Director, CEAT said, “First of all, we at CEAT would like to thank EFFIE for conferring this prestigious honor on us. The entire idea behind the ‘Be Idiot Safe Campaign’ was to highlight the lack of road-sense on the Indian streets and communicate the benefits of superior road grip of CEAT bike tyres in that context. We hope that this enjoyable campaign will contribute to the cause of better road sense.”

The EFFIE Awards organized by the AD Club of Bombay is a platform that recognised the best advertisements and marketing communication efforts across different industry categories. This year there were 300 entries as nominations. The competition was judged by 80 judges across the advertising and marketing fraternity.





About CEAT
CEAT Ltd., the flagship company of RPG Enterprises, was established in 1958. Today, CEAT is one of India’s leading tyre manufacturers and has a strong presence in both domestic & international markets. The company manufactures over 10 million tyres every year and enjoys a major market share in the light truck & truck tyre market. CEAT tyres, tubes and flaps are renowned for their superior quality and durability. CEAT offers the widest range of tyres to all user segments and manufacture world-class radials for all Indian vehicles including: Heavy-duty Trucks and Buses, Light Commercial Vehicles, Earthmovers, Forklifts, Tractors, Trailers, Cars, Motorcycles and Scooters, Auto-rickshaws.

About RPG
RPG Enterprises, established in 1979, is one of India’s fastest growing business groups with turnover touching ` 20,000 crore. The group has more than sixteen companies managing diverse business interests.