Tyre manufacturer Michelin has launched a new brand awareness campaign with its iconic mascot ‘Michelin Man’ after a long hiatus. The tagline of the campaign ‘For those who drive the change’ focuses on safety, longevity, and fuel-efficiency of Michelin tyres. The campaign is currently visible across various mediums such as TV, OOH, and Digital.
Ignite Mudra won the OOH mandate to strategically design and execute the campaign. The campaign has been crafted to endorse and to create awareness about the brand targeting the car owners who seek premium driving pleasure. The larger-than-life OOH media adorned with the Michelin Man and the punchline was created to garner high visibility for the brand. The campaign has been executed across 15 cities, including metros and mini-metros.
A rich mix of outdoor formats has been incorporated by Ignite Mudra to give a wider dimension to the campaign and create high value impact supporting the TV and Print campaigns currently running across the country. Michelin has been ranked the top tyre manufacturer and third by Fortune magazine among the ‘World’s Most Admired Companies’ in the Motor Vehicle Parts category for 2020. As a sustainable mobility company, Michelin continuously has improved the mobility of people and goods since 1889.
Bibendum, commonly referred to in English as the Michelin Man or Michelin Tyre Man, is the official mascot of the Michelin tyre company. A humanoid figure consisting of stacked white tyres, the mascot was introduced at the Lyon Exhibition of 1894 where the Michelin brothers had a stand, and is one of the world’s oldest trademarks.