Ceat Tyres has rolled out a campaign, 'Built For Grip', featuring director and film producer Zoya Akhtar.

Conceptualised by Ogilvy, the campaign comprises an ad film.

The film opens on a high-octane action sequence in which a getaway car is chased at breakneck speed. The shot ends with a dramatic halt, but the skid doesn’t look convincing. A producer on set watches anxiously, bracing for backlash. Director Akhtar, unimpressed, says it doesn’t feel real enough and demonstrates the exact effect she wants using a toy car, whilst demanding she throws in that the scene also needs rain for impact. The crew quickly rigs artificial rain and tweaks the setup, yet the car still refuses to skid convincingly. They scatter gravel on the road in a last attempt to force the effect. Frustration peaks until Akhtar inspects the vehicle and realises the problem: it’s fitted with Ceat tyres, whose grip is preventing the skid. She asks for them to be swapped out, leaving the exhausted producer muttering as the team scrambles once again to get the shot right.

What we think about it:  Smartly anchors its idea in a meta film-set scenario, turning Zoya Akhtar’s on-screen frustration into proof of Ceat's superior grip while leveraging her credibility and fan base to generate instant curiosity and hype on social media. However, the narrative stretches a single gag a bit too long, making the payoff feel predictable rather than sharply surprising.

The film was released on 13 February on Instagram and YouTube.