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In July-end, Ceat launched its gaiter collection for riders. A gaiter is a circular piece of fabric that sits around a person's neck and can be pulled up to cover their mouth and nose.

But the most significant task for any brand after launching a product is to make it look appealing enough to the consumers so that they end up buying it. Bike lovers and fashion enthusiasts must be aware of the usage of a gaiter but it isn't typical among the general public.

Therefore, to promote its all-new gaiter among the masses, Ceat collaborated with social media influencers Karan Sehgal, Karron Dhinggra and Vaibhav Keswani. These influencers not just directly promoted the gaiters but shared fashion ideas to wear it in different ways while keeping up with the trends.

Karan Sehgal’s post:

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A post shared by Karan Sehgal (@karansehgal__) on

These influencers have a massive following among the male audience, and they are mostly known to promote grooming, accessories, tech, luxury and utility products targeting men. These influencers brought desired reach and relevancy for the brand, and hence it was most apt for the brand to collaborate with these influencers. Such kind of activities raises instant awareness. 

The campaign was promoted by the influencers through Instagram reels and stories. Through this influencer marketing initiative, Ceat was able to reach out to more than 1.5 lakh people and fetched more than one lakh views in an estimated media value pegged around Rs 2 lakh.

Sheeko Brandscore graph of Ceat’s performance on Instagram from August 16, 2019, to August 10, 2020:

From the Sheeko history graph, it’s visible that in the past one year, Ceat has done some big influencer-driven campaigns which helped them gain a huge audience reach.