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Michelin, the world’s leading tyre technology leader, on Thursday announced the launch of its first television commercial in the country.
Themed ‘Safely Ahead’ this pan-India campaign with the iconic Michelin man will make its debut on TV channels soon. It will highlight the company’s ability to provide safer mobility for motorcyclists and scooter riders thanks to its technological knowhow and its 125-year-old history of delivering landmark innovations.
The campaign centres around three elements that Indian riders negotiate daily while using their motorcycles and scooters. These are a) bad roads which need robust tyres; b) we roads that call for a good grip; and c) braking which calls for stopping ability to minimise distances.
During the unveiling of the campaign in Mumbai, Gary Guthrie, President of Michelin 2-Wheel Tyre Division, said: “We recognise that the young generation of India is always mobile and desires better and safer performance from their bikes. Our Michelin Man, ’Safely Ahead’ campaign illustrates how our two wheel tyres designed specifically for Indian riders, comes with unbeatable all-round safety, road-holding, braking and overall riding pleasure that they expect from Michelin.”
Guthrie added that one of the company’s strategic two wheel growth objectives in India was to strengthen its position in one of the fastest growing markets. The ‘Safely Ahead’ campaign is an effort towards achieving this goal. The TV advertisements will be seen on major national cable networks. According to a press release, Michelin is dedicated to enhancing mobility, sustainably; designing and distributing the most suitable tyres, services and solutions for its clients’ needs; providing digital services, maps and guides to help enrich trips and travels and make them unique experiences; and developing high-technology materials that serve the mobility industry. Headquartered in Clermont-Ferrand, France, the company has 68 production facilities in 17 countries which together produced 184 million tyres in 2015.
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