When it comes to building strong brand recognition, CEAT believes that consistency—not flashiness—is what truly pays off. The tyre maker, deeply rooted in Indian cricket for over three decades, argues that its long-term cricket associations have become the foundation of its brand-building strategy.
Here’s a deeper dive into how CEAT’s enduring cricket partnerships help the brand stay memorable and relevant:
1. Low-Involvement Category Needs High Salience
Tyres are typically not a product people think about daily—a purchase happens rarely, and consideration is functional. CEAT’s CMO, Lakshmi Narayanan B, emphasizes that to succeed in such a category, a brand must remain highly salient and visible.
2. IPL: The Annual Brand Ritual
CEAT treats the Indian Premier League (IPL) not just as a sponsorship, but as a yearly ritual. The company owns the “Strategic Timeout”—a 150-second break during games—which has become one of the most recognisable and consistent brand touchpoints in the tournament.
Narayanan believes that by maintaining this slot year after year, CEAT strengthens its mental linkage with cricket among consumers: “Consumers relate to a property as belonging to a brand. That pays rich dividends.”
3. Consistency Over Competition
Even as competitors enter or expand their presence in cricket (for example through team jersey deals), CEAT does not panic. It argues that its advantage comes not from momentary glitz, but from being a steady, dependable presence.
4. Aligning Brand With Aspirations
CEAT’s marketing isn’t just about cricket — it’s about enabling journeys. With rising SUV ownership and greater road-travel aspirations in India, CEAT positions itself as a partner in road adventures.
It ties this narrative back to cricket by associating the same spirit of trust, performance, and consistency.
5. Smart Use of Influencers
For CEAT, celebrities and cricketers aren’t just for glamour—they are storytellers. The brand selects endorsers carefully, emphasizing consistent performance and authentic usage.
Narayanan points out that CEAT does not simply ask influencers to endorse; it wants them to actually use and speak honestly about the tyre.
6. Media Strategy Built for Fragmentation
In an era of fragmented media (linear TV, connected TV, mobile), CEAT’s media strategy balances broad reach with targeted engagement.
It leverages the “Strategic Timeout” for high-reach, high-impact visibility and then reinforces its messaging through regional and digital formats to deepen engagement.
7. Long-Term Vision and Brand Storytelling
CEAT doesn’t run cricket ads just for short-term spikes. According to its leadership, their brand-building is deliberate, long-drawn, and built around storytelling that resonates emotionally.
Over the next 12–24 months, CEAT plans to expand its digital content ecosystem, build stronger communities, and continue anchoring its marketing around cricket.
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