MUMBAI: Tyre manufacturer CEAT recently launched its innovative digital campaign that gives expression to its organisational culture. Creating a humorous twist on some of the glaring issues in current workplaces, this campaign is designed to connect with a larger audience. The first-of-its-kind digital ad series will be on popular social media channels like YouTube, LinkedIn, Facebook and Twitter.

The digital advertising series is broken down into three videos of 25 to 35 seconds each, which have a satirical take on some common workplace issues like gender bias, cons of bureaucracy and lack of transparency.

CEAT Tyres SVP human resources Milind Apte says, “At CEAT, our constant endeavour is to stay relevant to all people who are part of our family. In order to do so, we engage in frequent conversations with them. These videos are based on insights from our employees, on what they like about working at CEAT. We believe it is a clear expression of our culture.”

CEAT, the flagship company of RPG Enterprises, was established in 1958 and produces over 15 million tyres a year and offers the widest range of tyres to all segments and manufactures world-class radials for: heavy-duty trucks and buses, light commercial vehicles, earthmovers, forklifts, tractors, trailers, cars, motorcycles and scooters as well as auto-rickshaws.