TTT collaborates with Ceat Tyres to launch ‘Yaar Wala Pyaar' Season 2

TTT launched its friendship day IP ‘Yaar Wala Pyaar’ Season 2 in collaboration with Ceat Tyres.

The social campaign celebrates the intricacies of modern-day friendships and encourages TTT’s community to explore the world with their friends, even if it means going off the usual path.

The highlight of the Friendship Day campaign is a 7 min short film called ‘Long Drive’, directed by Ritesh Menon and featuring Anshuman Malhotra, Shray Rai Tiwari and Akshay Bindra, that was released on TTT’s YouTube page.

The narrative revolves around three college best friends whose once-tight bond has been stretched by the complexities of personal and professional life, who find themselves stranded on a rainy day, in the middle of an off-roading trip. The short film touches on different facets of the beautiful bond of friendship with an emotional, heartwarming, quirky, and light-hearted banter among them.

Sadaf Khan, Head of Brand Partnerships, TTT, said, “Friendship and road trips have been synonymous for generations thanks to Bollywood. With the second season of Yaar Wala Pyaar, we took the opportunity to tap into this eternal and relatable insight with CEAT Tyres who understand the nuances of travel, terrain, experience, safety, and all the other aspects that create a memorable journey much like in friendship.”

She further said, “Long Drive, our short film on Youtube for this season, is the story of three friends on a road trip that depicts a range of emotions like nostalgia, celebration, togetherness and human connections. With a narrative that evokes memories of your fondest moments with friends, the film compels you to reach out to your friends, and that's what we wanted to achieve with this season. Through moving storytelling and engaging content around #Yaar Wala Pyaar S2 on TTT's social platforms, the response has been overwhelming but the success of our campaign lies not just in metrics but in the smiles we bring to friends, both old and new, as they engage and resonate with our heartfelt message in the digital realm.”

Lakshmi Narayanan B, Chief Marketing Officer, Ceat, said, “Long Drives often build connections with fellow travellers. This friendship day we wanted to reach out to our consumers with this heartwarming message to ignite conversations that rekindle friendships. Sometimes it is necessary to go “off-road” to bring your relationship “on track”. This film by TTT depicts how our tyres carry us through different adventures on the road just like steadfast friends  who help us navigate through life’s adventures.”

Long Drive film: