BRAND : MRF Radials
AGENCY : Lowe
BASELINE : The big daddy of Radials
DESCRIPTION: Off the field, the legendary West Indian Brian Lara coming out from the hotel, asks the announcer to call for his car. Responding to Brian Lara, the announcer requests Lara to tell him the car’s number and driver’s name, but Brian Lara fails to remember. He snatches the microphone and announces for a ‘white car’ with MRF
tyres when loads of white cars with MRF tyres are lined out of the hotel.
4Ps TAKE: The clear-cut strategy to take Brian Lara for the Indian market, instead of Sachin Tendulkar, as the brand ambassador to promote their brand is to show the strong hold of MRF tyres used by Indian vehicles. The punch line, ‘the big daddy of Radials’ shows the market share of MRF in India and their number one choice. Surely, the Big B of cricket, Brian Lara will make this brand bigger in India too!
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