CEAT-For the game called road road.
The focus of this campaign was to highlight how CEAT's superior grip helps make the roads safer. Drivers rarely want to admit that they are at fault on the road or that they require additional help. Highlighting factors on the road beyond their control (irresponsible pedestrians, in this case) helped us create relevance for CEAT’s superior grip in a more acceptable manner. CEAT was showcased as a friend who helped commuters emerge triumphant in the game called road.