Bridgestone Answers The 'Kitna Lamba Chalega' Question

Bridgestone India has released a campaign for the company's recently released Bridgestone STURDO Tyre. The campaign for Bridgestone STURDO Tyre answers the frequently requested question 'Kitna Lamba Chalega' by Indian customers, which is the focus of the debut campaign.

Target audiences for this 360-degree campaign include those who own personal vehicles, cab drivers, channel partners, and general consumers. The inspiration behind the campaign was to connect with the fundamental wants and actions of the target audience. The question "Kitna Lamba Chalega" is a recurring theme in the purchasing of tyres among various target groups.

The 60-second commercials that will be aired on platforms like YouTube, Facebook, and Instagram reveal how Indian consumers are more motivated to buy tyres with better tyre life and value for money. The Special Tread Compound in STURDO is designed to extend tyre life by up to 29 per cent.

The campaign's star, the well-known Vijay Raaz, lends a lot of credence to the claim made by Bridgestone Sturdo among the target market. The objective is to engage customers through digital marketing activities, social media marketing, content, and, most crucially, influencers who will provide consumers with a genuine evaluation of the product to help them make a decision.

“Bridgestone has long been at the forefront of tyre technology, and our Zamana Badal Jaega campaign is well aligned with our new Sturdo tyre. With up to 29 per cent longer life, we have successfully solved the most important need of the Indian consumer: extended tyre life. 29 per cent longer tyre life is the single-minded claim that we wanted consumers to take out from this campaign. Hence, we used hyperbole to portray the longevity of our tyres, depicted through the use of subtle humour. We tapped into the aspirations of both the personal and the commercial fleet segment buyers to create engaging and memorable spots to launch our core product proposition ‘Zamana badal jayega … Bridgestone Sturdo chalta hi jayega,'’ comments Deepak Gulati, Chief Marketing & Innovation Officer, Bridgestone India.

Vikram Pandey, National Creative Director, Leo Burnett mentions “Brand Bridgestone has always stood for durability and strength. Indians are known to favour long-lasting products, often evaluating durability as the most important quality during a purchase. Our film for Sturdo builds on this insight reiterating the tyre’s new improved technology which ensures longevity and durability with a twist of humour."  

Dealers play a significant role in influencing consumers' decisions to buy tyres, thus Bridgestone Channel Partners has actively participated in the development of our communication strategy and in a series of activations for a campaign with a high impact.