Brief Explanation

In BRIC (Brazil, Russia, India, China) countries, as on other emerging markets, car drivers are particularly sensitive to the attribute of ‘robustness' of tires. Michelin’s promise is safety through and thanks to the robustness of the new Energy XM2 tire. We capitalize on a strong insight on BRIC markets: roads undergo often intense with long construction works on progress. Because of ruined roads and construction obstruction, driving from down-town city to suburban areas makes drivers anxious as they have to deal with the ever-present potholes and overflowing drains. In the beginning, we built a growing city with wildly thriving buildings and roads. On the driver's journey from the city to country side, he saw obstacles and pothole that ended other cars's journey because non-robust tires were equipped on their cars. He became worry about the safety of the family members in car. On the moment when his car was about to hit a big manhole and to stop, Bibendum showed up and equipped the car with new XM2 tires. The new tires helped the car overcome the barrier successfully, relieved the worry of the driver and ensured him a safe and pleasant journey.