Brands
Ogilvy India teams with Zoya Akhtar for Ceat Tyres skid challenge campaign
Every little counts as precision grip steals the show in high-octane campaign
MUMBAI: Ogilvy India has rolled out a high-octane campaign for Ceat Tyres, built around the insight that on every road, even the smallest difference in performance can make all the difference. Conceptualised under the thought Every Little Counts, the campaign demonstrates how precision engineering can transform driving confidence.
Performance, as the campaign shows, isn’t just about big moments. It’s stopping half a metre earlier, manoeuvring half a second quicker, slipping slightly less, or gripping just outside the road. Ceat Tyres are designed with this philosophy at their core.
The campaign film takes an unexpected storytelling turn, featuring acclaimed filmmaker Zoya Akhtar attempting a perfect car skid for a movie scene. As she battles dry asphalt, rain-soaked roads, and loose gravel, the tyres refuse to betray her, delivering unwavering grip no matter how many retakes she demands. Instead of dramatizing loss of control, the film celebrates precision, safety, and reliability.
Directed by Shashanka Chaturvedi, aka Bob, from Good Morning Films, the shoot spans the cinematic landscapes of Baku, Azerbaijan, adding scale and drama to the performance-led narrative.
Speaking on the campaign, Ogilvy India chief creative officer Sukesh Nayak said, “With Ceat Tyres, we wanted to go beyond conventional tyre ads. When a tyre is built for grip, even a filmmaker chasing the perfect skid won’t get one. This campaign celebrates engineering excellence in a story everyone can relate to and enjoy.”
Buzz built before the launch with teaser clips showing Zoya visibly frustrated on set, sparking online speculation and chatter on platforms like Pinkvilla and Reddit. The full reveal came when Zoya shared the campaign on Instagram, captioning it: “I wanted a perfect skid — but got perfect grip instead.” Audiences loved it, driving engagement and reinforcing Ceat’s message of performance and precision.
Through this campaign, Ceat Tyres and Ogilvy India underscore the brand’s commitment to engineering innovation while delivering storytelling that is entertaining, insightful, and memorable.
Brands
Britannia 5050 expands premium range with caramel dipped sandwich
New launch blends 50 per cent crunch and 50 per cent melt amid premium snack shift
MUMBAI: It’s not just crunch time anymore, it’s crunch meets caramel curtain call. After more than three decades of owning the sweet-salty sweet spot, Britannia’s 5050 is now leaning into indulgence, adding a caramel twist to its evolving playbook. The brand has introduced the Britannia 5050 Caramel Dipped Crunchy Layered Sandwich, extending its recently launched premium “dipped” range that began with its cheese variant earlier this year.
At the heart of the new offering is a familiar equation with a richer finish 50 per cent crunch and 50 per cent melt reimagined through a caramel-forward profile. The product combines layered, baked crispiness with a smooth caramel coating, tapping into a noticeable shift in how India snacks today.
That shift is less about choosing between textures and more about having both. As consumer preferences tilt towards premiumisation, “melt-in-the-mouth” experiences are increasingly complementing traditional crunchy formats. Add to that the rising popularity of caramel across both Western-style treats and Indian taste adaptations, and the timing begins to make sense.
The result is a deliberately engineered “crunch-to-melt” transition, a multi-sensory bite designed to turn routine snacking into something a little more indulgent. It is also a clear signal of how legacy brands are reworking familiar formats to stay relevant in a market that now expects novelty as much as nostalgia.
Britannia vice-president for marketing Siddharth Gupta pointed to this evolving behaviour, noting that the brand is pushing the 5050 idea beyond flavour into texture. The move, he said, reflects a broader attempt to align with changing consumer expectations while strengthening its position in the premium snacking segment.
The caramel and cheese dipped variants are currently available across select cities through retail outlets and quick commerce platforms, marking Britannia’s continued push into high-frequency, high-indulgence snacking occasions.
If the original 5050 was about balance, this new chapter is about contrast with a glossy caramel finish.
