How LOOP repositioned CEAT’s LCV tyres for durability and dealer trust.
CEAT had a strong product range for Light Commercial Vehicles, but sales lagged. Drivers and distributors perceived the tyres as “too flexible” and unsuitable for heavy loads, creating a positioning gap despite competitive pricing.
- Conducted in-depth research with drivers, mechanics, and retailers.
- Identified positioning mismatch and reframed messaging around durability.
- Built dealer engagement campaigns and channel communication tools.
- Created a differentiated launch campaign focused on “Buland Strength.”
- Equipped dealers with proof-driven collateral to counter objections.
- Built a scalable system for future category launches.
- 2,000+ tyre off-take in the first month.
- Stronger category saliency in post-launch research.
- Immediate traction among drivers and distributors.
“Streak helped us listen to the market and respond with positioning that hit the mark. Buland became a hit from day one.”
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