Michelin has announced that it will launch its first television commercial in the country, themed ‘Safely Ahead,’ along with the iconic Michelin man soon. This campaign, which has been produced for television and digital advertising, will highlight Michelin’s ability to provide safer mobility for motorcyclists and scooter riders with its technological knowhow and innovations.
The Safely Ahead campaign revolves around three elements that Indian riders negotiate daily while using their motorcycles and scooters, said Michelin. These include bad roads, wet roads and braking, for which the company is promoting its range of tyres that are robust, grip well, and having good braking ability. The TV advertisements will be seen on major national cable networks in India that would include general entertainment, movies and sports channels.
Gary Guthrie, President, Two-Wheel Tyre Division, Michelin, said the company recognises that the young generation of India today are always mobile and desire better and safer performance from their bikes. The Michelin Man, ‘Safely Ahead’ campaign illustrates how the company’s two-wheeler tyres come with unbeatable all-round safety, road-holding, braking and overall riding pleasure, he added. Guthrie noted that one of Michelin’s strategic two-wheeler growth objectives in India is to strengthen its position in one of the fastest growing markets in the world.