Description
The goal was to strengthen CEAT’s performance credentials and elevate the brand into a more premium space. For this campaign, we wanted to challenge the stereotype by placing the product in an unconventional and humorous scenario - in this case a chaotic, movie set. Casting Zoya Akhtar as the director in the story added authenticity to the narrative. In her role, Zoya struck the perfect pitch for a measured performance as the passionate, uncompromising director delivering her emotions and reactions in a way that felt natural without relying on histrionics, breaking yet another stereotype of over the top, on-screen depictions of eccentric film directors. As her foil, Kushal Magoo, a talented young actor excelled as Zoya’s hapless assistant with great comic timing as his character tries his best to deal with a situation that seems to progressively get out of his control
