'Tyre Ki Kundali' - New Marketing Mantra for Tyres

by  EVENTFAQS Bureau Marketing | March 18, 2020 | Promo Feature

SAND Network CEAT

Indians are very curious to know about their future through astrology and palmistry. Many believe that their palm lines define their lives. Drawing the same analogy for tyres, SAND wanted to establish that tyre lines define the safety of the rider and thereby rider’s lifeline.

CEAT wanted to engage this with its target audience which is the 2-wheeler owners. The task was to carry out highly engaging activation in a religious and spiritual gathering since rural India is largely a 2-wheeler market.

Considering the target audience, it was essential to create an unconventional yet relatable experiential marketing concept for maximizing reach & impactful messaging.

Amit Tolani, Vice President – Marketing, CEAT said, “CEAT has always encouraged thought-provoking innovations to communicate our philosophy of making mobility safer and smarter, and we expected SAND Network to create experiential magic.”

Vinod Kumar, CEO, SAND Conversions said, “CEAT expected a concept which talked about tyres & the importance of tyre maintenance, without explicitly emphasizing on tyres! We had to build an experience which is not a conventional tyre communication or engagement yet communicates the message in a meaningful & memorable way.”

Thus “Tyre Ki Kundali”, which is nothing but a Tyre Check Up camp with a twist, was conceptualized.

Tyres of the visitors’ bikes were checked by trained promoters (Chelas) for tread wear pattern, air pressure, and external damages. Every rider whose vehicle was checked was directed to meet the Tyre Astrologer who printed Tyre Checkup report (Tyre Ki Kundali).

The Tyre Checkup report was generated through the data filled up by chela on a tab. The Tyre Astrologer read out the biker’s ‘Bhavishyavaani’ basis his bike’s tyre condition & handed it to the rider, like any individual’s kundali.

The rider was also given a ‘Potli’ containing branded giveaways and the ‘Tyre Mahamantra’ which was nothing but important tips on tyre care. Tyre checkup and bike tagging were carried out for parked vehicles.

Going forward CEAT aims to create the right impact through initiatives like these and will continue their journey in making mobility safer and smarter for everyone.