Lowe Lintas Chennai launches the MRF Perfinza featuring perfectionist cricketer AB de Villiers

Perfinza by MRF.jpgIndia's largest tyre manufacturer, MRF Tyres has unveiled an integrated campaign for its recently launched brand Perfinza. Targeted specifically towards users of luxury cars, brand ambassador and ace cricketer AB de Villiers promotes Perfinza's core message of being a 'perfectionist' on the roads.

VIEW THE SPOT
A perfectionist always strives for details and has a burning desire to outperform. This also means that he/she has an acute eye for precision. Perfinza by MRF brings all these attributes together so that riders can feel the perfection as they drive their cars.

Perfinza by MRF2.jpgPerfinza by MRF3.jpgHighlighting the insight behind the latest campaign, Koshy K Varghese, Executive Vice-President Marketing, MRF Ltd. said, "Our R&D engineers had one word in mind when they engineered this tyre - Perfection. Perfinza by MRF is a tyre that delivers the perfect drive every time. The communication uses AB de' Villiers, another outstanding example of perfection on the field and off it, to showcase how perfection in a tyre results in an exceptional driving experience."

The campaign by Lowe Lintas Chennai works to seamlessly facilitate MRF's first-time foray into the luxury car tyre segment. With an approach that goes beyond communicating just the product, the attempt is to make the brand relatable to the TG, for whom perfection in everything they do is a way of life.

Commenting on the film, Hari Krishnan, President, Lowe Lintas said, "Perfinza targets the luxury car segment. There is significant technology & research that has gone into the making of the product. The communication effort has been to establish the idea of perfection - which is the core expectation of the user and the core attribute of the brand Perfinza."

Credits -
Creatives: Arun Iyer, Bikramjeet Ghosh, Gowthaman K., Gous Basha, Manisha Kumar
Account Management: Hari Krishnan, Varghese John, Debapratim Moulik, NJ Ramesh
Production House: Mindblowing Productions
Director: Matthias Berndt

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.