Ogilvy India has rolled out a new performance-led campaign for CEAT Tyres, built around a simple yet powerful insight: on the road, every little detail can make a big difference. Anchored in the thought Every Little Counts, the campaign highlights how marginal gains in grip, control, and response can directly translate into enhanced safety and driving confidence.

Instead of relying on dramatic road mishaps, the campaign flips the narrative to focus on precision. It draws attention to subtle but critical moments-stopping half a metre earlier, gripping just a fraction better, or reacting a split second faster. These seemingly small advantages form the backbone of CEAT Tyres’ engineering philosophy.

The film takes an unconventional storytelling route by featuring acclaimed filmmaker Zoya Akhtar, who is seen attempting to shoot a high-intensity car skid sequence. In pursuit of the perfect cinematic moment, she pushes the vehicle across dry roads, rain-soaked surfaces, and loose gravel. However, despite repeated takes and increasingly challenging conditions, the tyres refuse to lose grip. The result is an unexpected twist-no skid, only control-cleverly reinforcing CEAT’s performance credentials.

Directed by Shashanka Chaturvedi, popularly known as Bob, the film was shot across striking locations in Baku, Azerbaijan, lending visual scale and cinematic flair to the narrative.

Speaking about the idea, Sukesh Nayak, Chief Creative Officer at Ogilvy India, said the intent was to move beyond conventional tyre communication and dramatize performance through humor and relatability-where even a filmmaker chasing chaos is defeated by engineering excellence.

Ahead of its release, teaser clips sparked online curiosity, amplified by social chatter and media coverage. The full film, shared by Zoya Akhtar herself with a witty caption, quickly resonated with audiences, reinforcing CEAT Tyres’ promise of dependable performance through engaging, memorable storytelling.