MUMBAI: Indian tyre manufacturer MRF has launched a new campaign. The campaign promotes MRF ZLX, the latest range of tyres specifically designed for sedans and hatchbacks. From uniquely designed lateral grooves for improved ride comfort, edge-to-edge comfy stabiliser liner and wide tread polymer blend for an improved life, according to the company, this tyre is specially designed to offer superior grip and optimised cushioned ride. 

For a low involvement category like tyres, it is important that the narrative be especially robust and convincing. In this campaign, the brand intends to communicate their proposition of ‘comfort made more comfortable'. The film involves a delicate game of Jenga in action in a sedan which is moving over challenging roads through bumps and potholes riding on top of MRF ZLX tyres.  This eventually hits home the message that a journey becomes more enjoyable when the ride is more comfortable.

MRF executive vice president marketing Koshy K Varghese says, “MRF ZLX tyres are engineered to deliver a comfortable drive, on Indian roads. This new campaign is meant to consolidate the proposition of ‘Comfort Made More Comfortable’.”

Lowe Lintas chairman and CCO Arun Iyer mentions, “It’s always a challenging task to come up with a sequel. By using the game Jenga as a visual mnemonic, we have tried to dramatise the benefit of comfort, delivered by MRF ZLX. The contrast between the road conditions and the game that goes on unaffected inside is punctuated by music that heightens the tension.”