Brand

CEAT Tyres

Successfully establishing an association with road safety campaigns and messages with their previous initiatives, CEAT Tyres took this association one step further with Drive Safe Dad 2.

Objective

Preaching road safety and urging fathers to exercise restraint when driving, CEAT Tyres ‘ Drive Safe Dad 2 made a plea through their children with personalized bobbleheads, that would remind parents against over speeding.

Execution

One of the major causes of road accidents is overspeeding, and parents tend to pay heed to their children’s requests; CEAT Tyres built ‘Drive Safe Dad 2’ using this insight, hoping to discourage overspeeding.

During the World Safety Week, representatives from CEAT Tyres visited schools and spread road safety awareness among school children. For Drive Safe Dad 2, CEAT Tyres created personalized bobbleheads, with a recording of the children’s voice, asking their fathers to slow down everytime the car exceeded its speed limit.

The brand created a video encompassing the entire undertaken activity to spread the message, and vowed to create many more personalized bobbleheads in future.

Results

The campaign video for Drive Safe Dad 2 was trending on YouTube India for a period of six days, and received more than 1 million views on YouTube in less than 48 hours.

On Facebook, the campaign video received 393k views to date, with overwhelmingly positive audience reactions peaking at 4.8k reactions and 1056 shares.

Drive Safe Dad 2 helped CEAT Tyres in strengthening the resolve against overspeeding and creating more awareness about road safety initiatives.

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