Ceat Tyres has rolled out a campaign 'The Grip Behind Every Great Ride' which features a group of friends biking across the mountains.

The film is set to the song 'Yeh Dosti' from the film Sholay, which was composed by RD Burman and the lyrics were by Anand Bakshi. It shows the friends singing the song, but one friend 'Monty' always left behind in tough terrains, leading the friends to stop in concern. They figure that the reason for Monty lagging behind is his tyres and replace it on the spot. 

The film was conceptuualised by Ogilvy.

What we think about it: The use of the soundtrack adds to the film for sure, and it's good to see a girl riding the bike in the opening shot of the film. But, one thing wasn't clear - were the new tyres, extra pieces carried by the riders, or they procured them there?

The film was published on 23 October.