MUMBAI: Isobar India, the digital agency from Dentsu Aegis Network, launched a novel Blockchain-powered campaign to enable transparency throughout campaign delivery and performance for CEAT Tyres.

By leveraging blockchain technology to create, deliver, and measure the campaign, CEAT Tyres will be able to transparently track all payment transactions that are written to an immutable ledger for every valid ad impression. This will enable them to be assured with confidence that the KPIs of their campaign are met and reported unambiguously. Thus, allowing for reconciliation of their data with an independent ledger which is verified by multiple unbiased parties.

Commenting on the launch, CEAT Tyres senior vice president, marketing Nitish Bajaj said, “CEAT Tyres focuses on building best-in-class trusted products through a culture of continuous innovation. With that belief, and the promise of this platform powered by Blockchain technology to reach out to a targeted audience is an absolute win-win situation where we put our media investments to maximum use without any spillage, in addition to tracking the campaign at every stage.”

Isobar, India executive vice president Shekhar Mhaskar said, “ Isobar has always been pioneering in putting to use the latest technological innovation in all spheres of its business, and for the ultimate benefit of its clients. Blockchain, which is making waves in every industry, couldn’t be left behind when it comes to offering an absolute unambiguous view of transactions, deliveries, and measurement of a digital media campaign. We are proud to introduce this as the first digital media campaign in the auto industry with CEAT Tyres.”

Isobar India senior director, media Prachi Karan said, “This is an auto industry first initiative and we are extremely proud to have introduced this with CEAT Tyres. Staying ahead of the curve, using a creative application of new technology & innovation is something that as a brand both Isobar and CEAT stand for.”