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Lowe Lintas Bangalore's Jenga-Themed Campaign for MRF Tyres is Strong and Stable

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Campaign cleverly uses a game of Jenga to depict the stability of the company's tyres

Lowe Lintas Bangalore's Jenga-Themed Campaign for MRF Tyres is Strong and Stable
India’s leading tyre manufacturer MRF has launched a new campaign. The campaign promotes MRF ZLX, the latest range of tyres specifically designed for sedans and hatchbacks

. From uniquely designed lateral grooves for improved ride comfort, edge-to-edge comfy stabiliser liner and wide tread polymer blend for an improved life, this tyre is specially designed to offer superior grip and optimised cushioned ride.

For a low involvement category like tyres, it is important that the narrative be especially robust and convincing. In this campaign, the brand intends to communicate their proposition of 'comfort made more comfortable'. The film involves a delicate game of Jenga in action in a sedan which is moving over challenging roads through bumps and potholes riding on top of MRF ZLX tyres.  This eventually hits home the message that a journey becomes more enjoyable when the ride is more comfortable.

Koshy K Varghese, Executive Vice-President Marketing, MRF Ltd., while sharing his views said, “MRF ZLX tyres are engineered to deliver a comfortable drive, on Indian roads. This new campaign is meant to consolidate the proposition of ‘Comfort Made More Comfortable’

Arun Iyer, Chairman & CCO, Lowe Lintas said, “It’s always a challenging task to come up with a sequel. By using the game Jenga as a visual mnemonic, we have tried to dramatize the benefit of comfort, delivered by MRF ZLX. The contrast between the road conditions and the game that goes on unaffected inside is punctuated by music that heightens the tension.

The campaign is live across TV, Print, Outdoor and Online media. 
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Advertiser: MRF Tyres

Production Company

Production Company: LinProductions

Director: Siddharth Sengupta


Senior Vice President: Anand Narayan, NJ Ramesh (Associate VP)

Creative Agency

Creative Agency: Lowe Lintas, Bengaluru

Executive Creative Director: Shiv Parameswaran

Creative Chairman: Arun Iyer

President: Hari Krishnan

Creatives: Chiraag George

Brand Director: Debapratim Moulik (Services)

Executive Vice President: Koshy K Varghese

Planning: Kunal Joshi (Executive Director)

Categories: Automotive, Cars

MullenLowe Lintas Group, Tue, 15 May 2018 15:44:48 GMT