Ceat Launches Website to ‘Idiot-Proof’ Motorcyclists

Motorcycle and moped riders in India are receiving a reminder that “roads are filled with idiots” courtesy of a new safety-themed website launched by Ceat Ltd. The manufacturer has launched the memorably named www.beidiotsafe.com website to promote the grip benefits its range of two-wheel tyres can offer, yet the site’s refreshing directness means its appeal goes way beyond that of its intended audience. Visitors to the site are met by a 360-degree rotatable idiot diorama; after playing with this feature, sub-sections such as an idiot’s gallery, a ‘spot the idiot’ game and a link to where road users can share their tales of idiocy are just a click away.

“We want to increase our market share in the two-wheeler category, and this campaign aims to address that,” shared Ceat’s executive director of Operations, Arnab Banerjee. “The campaign is mainly launched to promote the USP (unique selling point) of our product and address the target segment that we have identified. The cornerstone of the proposition is that Ceat Bike Tyres are the best tyres to navigate the chaos on the Indian roads because of the superior grip it offers.”

In addition to being an opportunity to showcase the company’s two-wheeler tyre portfolio, Ceat sees the website as a social initiative. Its objective is to acquaint visitors with different types of people or “idiots” who disrespect and flout road etiquette and traffic regulations.  “Companies are increasingly adopting a cause based marketing approach as it helps the brand as well as society at large. We felt that there is a need to address the road discipline issue as India scores the highest globally when it comes to road accident deaths,” Banerjee added.