How CEAT’s Mother’s Day campaign #SheGoesTheExtraMile struck the emotional chord with viewers

CEAT celebrated this year’s Mother’s Day with the launch of the #SheGoesTheExtraMile TVC campaign. Through this campaign, CEAT illustrated the love, care and affection that every mother showers daily on her children. This universal sentiment resonated well with the qualities and perceptions which are associated with the brand – that of rock-solid reliability and dependability. The campaign video struck an emotional chord with viewers.

Objective

The #SheGoesTheExtraMile campaign was conceptualised with the aim of highlighting the extra efforts made by a mother in taking care of her children. This is analogous to the case of CEAT Gripp X3 Scooter Tyres which have extra safety features, thus ensuring a safer ride. Through the video, CEAT wanted to draw a comparison between a mother’s care and affection for her son, and a similar sentiment that lies behind the approach to safety and quality with the tyres that CEAT manufactures.

Campaign

The TVC was launched on Mother’s Day, and the video chronicled a typical day in the lives of a mother-son duo. It went on to highlight the small, sometimes unnoticed, things that a mother does for her son at all times. This daily ritual starts from early morning in ensuring that he wakes on time, that he has an extra helping at breakfast, that his nutritious tiffin is safely packed, and later even alerting him when he’s locked out that the spare keys to the house are with the neighbours.

The campaign was CEAT’s way of highlighting a mother’s efforts which go well beyond the normal call of duty. The subtle plug-in of extra safety offered by CEAT Gripp X3 Tyres on the scooter that the mother rides blends in with the film’s messaging. This is CEAT’s way of reciprocating the ‘extra mile’ that a mother is willing to go, with the extra safety offered by its tyres.

According to Arnab Banerjee, the COO of CEAT, the brand wished to communicate a heart-warming message on the occasion of Mother’s Day. At the same time, the objective was to integrate the brand without diluting the story’s emotional quotient.

Banerjee adds, “We know mothers always want the best for their children and lovingly take the effort to go the ‘extra mile’ for them in various ways. Inspired by this insight, we showcased and spoke of CEAT Gripp X3 Tyres that come with an extra layer of tread for extra safety.”

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Outreach

The video welcomed positive feedback and appreciation from all corners shortly after it went live on all social media platforms. It garnered quite a few encouraging and emotional responses. This goes to show the brand was successful in making a heartfelt impact.

Campaign Journey/Inference

One of the challenges in this campaign was to integrate the brand while delivering an emotionally touching message. CEAT, as a brand, was able to emphasise its values as well as honour the affection of mothers in a heart-warming manner. The video succeeds as a testimony to the fact that every mother goes the extra mile for the love of her children. With this Mother’s Day campaign video, the brand expressed gratitude for everything that mothers do for their children on a daily basis.