Campaign cleverly uses a game of Jenga to depict the stability of the company’s tyres
India’s leading tyre manufacturer MRF has launched a new campaign. The campaign promotes MRF ZLX, the latest range of tyres specifically designed for sedans and hatchbacks.
From uniquely designed lateral grooves for improved ride comfort, edge-to-edge comfy stabiliser liner and wide tread polymer blend for an improved life, this tyre is specially designed to offer superior grip and optimised cushioned ride.
For a low involvement category like tyres, it is important that the narrative be especially robust and convincing. In this campaign, the brand intends to communicate their proposition of ‘comfort made more comfortable’. The film involves a delicate game of Jenga in action in a sedan which is moving over challenging roads through bumps and potholes riding on top of MRF ZLX tyres. This eventually hits home the message that a journey becomes more enjoyable when the ride is more comfortable.
Koshy K Varghese, Executive Vice-President Marketing, MRF Ltd., while sharing his views said, “MRF ZLX tyres are engineered to deliver a comfortable drive, on Indian roads. This new campaign is meant to consolidate the proposition of ‘Comfort Made More Comfortable’
Arun Iyer, Chairman & CCO, Lowe Lintas said, “It’s always a challenging task to come up with a sequel. By using the game Jenga as a visual mnemonic, we have tried to dramatize the benefit of comfort, delivered by MRF ZLX. The contrast between the road conditions and the game that goes on unaffected inside is punctuated by music that heightens the tension.
The campaign is live across TV, Print, Outdoor and Online media.
ADVERTISER: MRF Tyres
CREATIVE AGENCY: Lowe Lintas, Bengaluru
CREATIVE DIRECTOR: Arjun Kumar (Unit)
EXECUTIVE CREATIVE DIRECTOR: Shiv Parameswaran
CREATIVE CHAIRMAN: Arun Iyer
PRESIDENT: Hari Krishnan
CREATIVES: Chiraag George
BRAND DIRECTOR: Debapratim Moulik (Services)
EXECUTIVE VICE PRESIDENT: Koshy K Varghese
PLANNING: Kunal Joshi (Executive Director)
PRODUCTION COMPANY: LinProductions
DIRECTOR: Siddharth Sengupta
SENIOR VICE PRESIDENT: Anand Narayan, NJ Ramesh (Associate VP)
This article was originally published on LBBO