Change. Thats exactly what I’d like those Ceat guys to do about their campaign. After their TVC started airing, it took me this post to understand exactly what they meant by the ad, because I was too busy trying to figure out what was happening to notice the logo change. Also happened to see more from the same family like this, this, and this. Just because change is a constant does it mean you have to force it to happen? Couldn’t see anything wrong with a positioning like ‘Born Tough’, unless of course they either hired a new marketing head or a new agency, who, by now would wish they had the original rhino’s thick skin judging by the reviews I’m reading online.
I wish someone could’ve explained by now what exactly has changed and why, because if i happen to see that guy on the road, I just might dip my hand into the wallet and offer him some….. change. I wonder why they didn’t tie up with TOI for their Chennai launch, after all the campaign said ‘Next Change’. The possibilities just go on – the guy sitting on a beach and the super going ‘Sea Change’, CEAT changing the model, and the old guy walking with a tee saying ‘Ex-change’, and so on.
For a product like tyres, wouldn’t it be better if they concentrated on the product, retail and distribution, and talked about its benefits rather than talk about change. After all, the category that the brand operates in should be kept in mind before deciding on communication strategies. This kind of stuff begs something similar to that old KF-Jet-Go Air jpeg that made its rounds. In this case, MRF coming out with something on the lines of ‘No Change. Still the best’.
Oh damn, now i can see the banner ads on rediff too!! Like the author of the post i mentioned earlier suggested, by this token, a tee should end all concerns regarding a brand’s identity change. And continuing with his take on ambient ideas, here’s one, while driving on a mountain road, you see a theatre playing ‘Darr’. A little way ahead, you see another theatre, guess what movie is playing there?
until next time, tough luck