Lowe Lintas Bangalore sets up Jenga in a moving car in a film promoting the attributes of MRF tyres

MRF.jpgIndia'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 stabilizer liner and wide tread polymer blend for an improved life, this tyre is specially designed to offer superior grip and optimized 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.

MRF2.jpgMRF3.jpgKoshy K Varghese, Executive Vice-President Marketing, MRF Ltd. 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.

Credits -
Arun Iyer (Chairman & CCO)
Shiv Parameswaran (Executive Creative Director)
Arjun Kumar (Unit Creative Director)
Chiraag George (Creative)
Hari Krishnan (President)
Anand Narayan (Senior Vice President)
NJ Ramesh (Associate Vice President)
Debapratim Moulik (Brand Services Director)
Kunal Joshi (Executive Director)
Production House: LinProductions
Director: Siddharth Sengupta

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