Zenises launches ‘disruptive thinking’ campaign designed to ‘break the mould’
Zenises has launched a new advertising campaign designed to “provoke the reader into reacting and thinking deeper about business,” according to CEO Harjeev Kandhari. Based on the in vogue concept of “disruptive thinking,” the campaign will feature a variety of abstract creative artworks rolled out over the coming months. The new brand image will seek to embody what the Group calls its “forward-thinking philosophy” in a “tribute to creativity, innovation and bold decision-making.” Zenises added that the campaign has been “many months in concept and preparation with hundreds of designs pared down in order to distil the essence of each of Zenises’ business units.”
Kandhari explains: “We didn’t want just to define our offering by a tyre and a typical background depicting a race circuit or mountain road. That’s quite a lazy ‘product’ message and has no real heartfelt engagement with the customer. Instead what we’ve done is to try to provoke the reader into reacting and thinking deeper about business, especially during these ‘disruptive’ times with so much of the business landscape undergoing fundamental change. In many ways, these are playful, thoughtful messages with which we hope to again break the mould of tyre industry advertising.”
The new Zenises artwork will be on display at the 2017 NTDA Annual Awards Dinner, and will roll out in both print and digital formats into 2018. The artwork will feature in a limited edition calendar and exclusive prints of selected graphics will also be available in the near future.