MAM
Ceat gears up to drive hard during the IPL20
NEW DELHI: It does not seem to be tiring of its partnership with the IPL. Leading Indian tyre maker Ceat has been associated with the world’s most valued cricket league since 2015. And it has once again gone ahead and partnered with the BCCI as a strategic time out partner. It first put its money behind the property in 2015 for three years, Then in 2018, it renewed its arrangement with the board for another five years. Ceat also forged an association with the ICC World Cup in 2019 too and adopted a digital-only strategy.
What exactly is the strategic timeout in the IPL world?
It is a two and a half minute break from the game. The bowling side can take it between the sixth and eight overs, while the batting team can call for it between the eleventh and sixteenth overs. It was introduced in 2009, when the IPL was shifted to South Africa courtesy the Indian elections. Popular Bollywood tracks play out loud on the stadium’s sound system. The cheerleaders break into a synchronized choreographed routine on the makeshfit stage in a corner of the ground, beyond the boundary rope. Spectators exit to pick up some refreshments. The players get a chance to rework their strategy and possibly sip some water. The umpires, well they simply catch their breaths. Brand commercials are played out on the large screens in various parts of the stadium. And finally a clock counts down to the start of the game after the break, giving the official strategic timeout partner amazing exposure as audiences can’t miss it.
This year, Ceat will be releasing a new campaign during the IPL targeting premium sedan users across media. “The intention is to reach a wider audience and build on our brand objectives. We intend to be present across offline as well as the digital mediums,” asserts CeatTyres CMO Amit Tolani.
“We will be targeting consumers in their context in the digital space. We continue to be aggressive in the online as well as offline mediums, given our campaign objectives. The idea is to connect with the consumers where they are present and engage with them in their language and platform of choice,” says Tolani.
It is not certain how much the brand paid for the association but media reports say that Ceat paid Rs 30 crore in the last season of IPL.
However, this year the IPL is a completely different experience, especially with no spectators in the stadium. So, how does a brand like Ceat derive ROI?
Tolani agrees that the brand will miss out in terms of ground exposure like it used to get in the past. But he is appreciative of the fact that the matches will be live on TV and on Disney+Hotstar. “The audiences will get a chance to see their favorite cricketers on screen after a long break. With the culture of work from home across the industries, we believe more people will be latched onto the screen and hence we can expect a wider reach for our brand and the messaging that we want to drive,” he shares.
He further elucidates that most of the IPL viewership is during prime time, so when a brand has an opportunity within this time slot, it is able to reach a massive audience.
This understanding of Ceat is bang on because the IPL generated an unimaginable viewership of 462 million in 2019 – bigger than any other prime time or non-prime time finite fiction, reality, or nonfiction shows across channels.
In 2019, Ceat released a campaign for one of its tyres called Milaze X3 and the IPL helped in amplifying the message of making mobility safer and smarter.
“We intend to use a similar approach again with a new premium range of our tyres. We have launched a host of our campaigns via the strategic time out association and it has always been delivering results. Along with this, we also plan a lot of digital activations, etc. to engage with our community. We intend to continue with the same rigor this year as well,” adds Tolani.
He divulges further that when a marketing campaign comes out and runs across different channels, advertisers always look for that perfect equilibrium between reach and frequency. “When you have a new campaign breaking out, you need to have a higher frequency as well to drive your communication, different channels of advertising serve different objectives. Brands have to stay true to the platform and tweak the communication according to the medium,” he explains.
It’s not as if the brand has been silent during the Covid period. Ceat released a social media campaign titled, ‘The Unsung Heroes’ which saluted truck drivers who served their nation during the difficult times and ensured timely delivery of essential goods.
Some of Ceat’s previous brand campaigns have been extremely hilarious but bang on when it comes to delivering the message. Be it the ‘Idiots’ or Mahapurush film, the focus has always been on road safety. The Mahapurush campaign focused more on the person who makes every rider/driver’s worst nightmare come true – be it the guy who runs and stops ahead of your bike without any warning, or the one who thinks his hand can stop any vehicle with just a gesture.
Buying family medical insurance online in India has become a common option for individuals who want to secure health coverage for multiple family members under a single policy. However, many buyers are unsure about the exact steps involved in selecting and purchasing the right plan online.
In this guide, you will know the step-by-step process of buying family medical insurance online in India, along with the key factors to review before purchasing a suitable policy.
Step 1: Assess Your Family’s Healthcare Needs
Before buying online health insurance, check the healthcare needs of all family members. Check age, existing illnesses, regular medicines, and the likely need for hospital care later. This helps in selecting a suitable sum insured, policy type, and level of cover. It also reduces the chance of buying a plan that appears suitable but does not meet actual medical needs.
Step 2: Visit the Insurance Company’s Official Website
After understanding the family’s needs, visit the insurer’s official website and read the plan details carefully. Use the official platform to review eligibility, policy wording, waiting periods, cover details, exclusions, and renewal terms.
This step gives a clearer understanding of how the policy works before payment is made. It also helps avoid confusion caused by incomplete summaries on other pages.
Step 3: Compare Available Family Health Insurance Plans
A family medical insurance policy should be compared on factors beyond the premium. Review the sum insured, hospital network, room rent limits, pre- and post-hospitalisation cover, daycare treatment coverage, and waiting periods. It is also important to check treatment sub-limits and specific policy conditions.
Careful comparison helps determine whether a plan provides balanced coverage and whether its terms are suitable for the healthcare needs of the entire family.
Step 4: Choose the Right Policy and Start the Online Purchase
Once the options have been compared, select the policy that best fits the family’s medical needs and budget. Before starting the application, review the covered members, policy term, benefits, and main conditions again. This is an important stage because errors here can lead to the wrong cover amount, an unsuitable variant, or missing details that create problems during policy use.
Step 5: Calculate the Premium Using an Online Calculator
Use the online premium calculator before making the final choice. Enter the correct details, including age, city, number of insured members, and selected cover amount. The result helps in understanding the expected premium and whether the policy fits the annual budget. This step is useful because it allows cost and coverage to be reviewed together, instead of choosing a plan only because the premium looks lower.
Step 6: Fill in Personal and Medical Details
When filling in the proposal form, provide accurate details for each insured member. This includes name, date of birth, contact details, medical history, ongoing treatment, and previous insurance information if required.
Every answer should be complete and truthful. Incorrect or missing details can create difficulty later. Before you submit the form, read every section again and correct any mistakes.
Step 7: Make Payment Through the Secure Payment Gateway
After checking the form, go to the payment page and complete the transaction through the secure payment gateway. Review the premium, policy term, and entered details once more before confirming payment.
After the transaction is completed, save the receipt, reference number, or confirmation message carefully. Keeping this record is useful if you need to track the purchase or follow up on policy issuance later.
Step 8: Download and Keep Your Policy Document Safely
Once the policy is issued, download the policy document, schedule, and any related papers without delay. Read them carefully to confirm member names, policy period, sum insured, and major terms. Save a digital copy in a secure folder and keep a printed copy if needed. Proper record keeping makes future renewals, document checks, and policy servicing easier and more organised when information is required quickly.
Conclusion
Buying health cover online becomes easier when you handle each step with attention. From checking your family’s needs to reading the final document, every stage helps you make an informed choice. A careful approach can reduce mistakes, improve your understanding of policy terms, and help you choose coverage that matches your household’s medical needs, financial capacity, and long-term healthcare planning in a reliable way for your family over the long term.
