MUMBAI: Tyre manufacturer MRF Tyres has unveiled an integrated campaign for its recently launched brand Perfinza. Targeted specifically towards users of luxury cars, the campaign will have brand ambassador & ace cricketer AB de Villiers promote Perfinza’s core message of being a ‘perfectionist’ on the roads.

A perfectionist always strives for details and has a burning desire to outperform. This also means that he/she has an acute eye for precision. Perfinza by MRF brings all these attributes together so that riders can feel the perfection as they drive their cars.

MRF Ltd. EVP - marketing Koshy K Varghese said: “Our R&D engineers had one word in mind when they engineered this tyre - Perfection. Perfinza by MRF is a tyre that delivers the perfect drive every time. The communication uses AB de’ Villiers, another outstanding example of perfection on the field and off it, to showcase how perfection in a tyre results in an exceptional driving experience.”

The campaign by Lowe Lintas Chennai works to seamlessly facilitate MRF’s first-time foray into the luxury car tyre segment. With an approach that goes beyond communicating just the product, the attempt is to make the brand relatable to the TG, for whom perfection in everything they do is a way of life.

Lowe Lintas president Hari Krishnan says, “Perfinza targets the luxury car segment. There is significant technology & research that has gone into the making of the product. The communication effort has been to establish the idea of perfection - which is the core expectation of the user and the core attribute of the brand Perfinza.”

Along with the film, the campaign will explore other online and offline mediums including print, outdoor and digital.