RHINO
CEAT is renowned for manufacturing tyres that are 'Born Tough'. Our brand personality is perfectly manifested by our mascot, the ‘Galloping RHINO’. The equity represented by these two symbols is our most precious asset.
The Creative Process - How the RHINO was born

Armed with our hard-hitting brand proposition, Born Tough, we effortlessly arrived at a definition of our target audience—strong men, dynamic and adventurous, possessing a love for great outdoors.

We then extended the Born Tough image to the animal kingdom, and saw at once that it was tailor-made to fit the Rhinoceros. Thus was born our mascot, the Galloping RHINO.

Drawing a lateral comparison between the rhinoceros and our tyres empowered us to accentuate CEAT tyres' core features and emphasize its many benefits:
Just as the rhinoceros is protected by a heavy armour in the form of folds and bumps, CEAT tyres heavily armoured exterior protects inner tube from any harm.
The rhino’s ability to easily adapt to a number of habitats is similar to the adaptive power of CEAT tyres, which grip different surfaces equally firmly, whether they are slippery roads or muddy surfaces.
Just like the rhino, CEAT tyres have a long life span.
And of course, CEAT tyres are ‘Born Tough’, just as the rhino.
Needless to say, our brand shot to fame, instantly. Even today, customers recall CEAT's Born Tough rhino, and vouch for the durability and longevity of CEAT tyres.