CEAT TYRE
"Tyre Ki Kundali - Mela"
Brief
To organise an innovative engagement with motorcycle owners at melas and communicate CEAT’s core benefit — superior tyre grip.
Insight
Melas are deeply connected with astrology, where people often explore their haath ki lakeer (palm lines) to know their future. This belief was cleverly extended to tyre ki lakeer (tread patterns), linking the idea of destiny to tyre grip and rider safety.
Idea/Execution
A unique ‘Tyre Ki Kundli’ activation was created at the Rajim Kumbh Mela and Khajuraho Kumbh Mela, where an ‘astrologer’ engaged with bike owners and explained their kundli based on tyre health. Bikes were tagged with dealer addresses and phone numbers for follow-ups, blending product education with an entertaining, culturally relevant format. This approach highlighted the importance of tyre grip in ensuring rider safety while making the engagement memorable.
Impact
- Engaged over 5,000+ motorcycle owners across Rajim and Khajuraho melas
- Conducted bike health checks and astrology sessions for thousands of riders
- Recommended over 130 tyre replacements, reinforcing safety awareness
- Created a memorable, culturally resonant way to communicate CEAT’s focus on grip and rider safety
automotive, tyres, motorcycle, melas, rural, engaging, innovative, innovation, activation, mela activation
