Authors
Vasudha noticed the growing problem of mis/disinformation online after studying New Media at ACJ in Chennai and became interested in separating facts from fiction. She is interested in learning how global issues affect individuals on a micro level. Before joining Newschecker’s English team, she was working with Latestly.
Claim
Video advertisement suggesting “Modi Hatao” as an alternative to petty tricks to save money.
Such posts can be seen here, here, here and here.
Fact
We skimmed through the comment sections of various posts carrying the viral footage and found a user pointing out that the clip is made by editing a CEAT tyres advertisement.
Taking a clue, we looked up keywords “CEAT Tyre Ads,” with the punchline “Paise Bachane Hai?” on YouTube. This yielded a video by Modern Advert, dated June 13, 2021, titled “Ceat FuelSmarrt Paise Bachane Hai Supermarket New T.V Advertisement.”
After comparing the viral video with the CEAT Tyre advertisement, we could conclude that the last few frames of the original advert have been digitally modified to add anti-Modi text overlay.
While in the end frames of the viral video a blurred background with “Modi Hatao” overlay is seen, the text element in the original advertisement reads, “CEAT FUELSMARRT … Save upto ₹ 15000 in fuel in 3 years*”
“Paise Bachane Hai?…CEAT fuel smart tyre lagao… Ye Bachaye 3 saal me 15,000 tak ka fuel, (what to save money? Use CEAT fuel smart tyre. It saves up to ₹ 15,000 in three years),” is heard in voice over in the few frames of the original advert.
The advertisement was also uploaded on the YouTube Channel of CEAT Tyres on June 8, 2017 with the title ‘Savings at Supermarket – CEAT Fuelsmarrt Tyres.’ The description of the video reads, “How often has a trip to the supermarket involved spending big on a few kilos? Every single time, right? When such is the case, any savings bring a smile! Why choose to save just a few coins when you can save much more to cover your grocery bills? With CEAT Fuelsmarrt tyres, you’ll always be covered!”
In 2017, the firm had released other advertisements with punchline “Paise Bachane Hai?” as a promotional campaign for its “Fuelsmarrt tyres.” Such videos can be seen here and here.
As per a 2017 report by Best Media Info website, the campaign was conceptualised by Ogilvy & Mather “to develop instant consumer-connect and ignite curiosity around CEAT’s new product range of Fuelsmarrt tyres. These tyres are designed to reduce fuel consumption and run efficiently for a long time.”
Result: Altered Video
Sources
YouTube Video By Modern Advert, Dated June 13, 2021
YouTube Video By CEAT Tyres, Dated June 8, 2017
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Authors
Vasudha noticed the growing problem of mis/disinformation online after studying New Media at ACJ in Chennai and became interested in separating facts from fiction. She is interested in learning how global issues affect individuals on a micro level. Before joining Newschecker’s English team, she was working with Latestly.
