Does this show a 5D advertisement by CEAT in Mumbai? No, it's CGI!

What is the claim?

A clip is circulating on social media purports to show an advertisement by Indian multinational tyre manufacturing company CEAT. In the clip, a billboard bearing a timer and the words ‘CEAT strategic timeout’ appears from behind a skyscraper in the middle of a road; later, the skyscraper opens up to show a cricket bat with CEAT written on it. Meanwhile, bystanders are seen recording the advertisment on their phones. 

This video was shared with captions reading, "A strange scene was seen in Mumbai, people started making videos." Another said, "Welcome to 5D digital marketing Mumbai, India." A user also raised concerns about the advertisement, writing, "Creativity is good but accidents will happen if 5D animation comes on the road like this @ceat_tyresindia." Archives of these posts can be seen here, here, here, here, and here.

Screenshot of the viral social media posts. (Source: X/Instagram/Modified by Logically Facts)

However, this is not a real advertisement showcased in Mumbai.

What is the truth?

We found no credible news reports about any such visual spectacle in Mumbai. We were able to geolocate the place and confirm that the video shows the RPG House building on Annie Besant Road, in Mumbai's Worli.

Through reverse image search, we found that CEAT Tyres India had posted the video on March 17, 2024, on their YouTube channel (archived here) with hashtags noting that the video was created using computer-generated imagery. "Finals tonight! Strategic Timeout will define turning moments in the game. #StrategicTimeout #CGI,” the post read.

They had also posted it on their Instagram page (archived here), writing, "Stage is set for tonight's finals! Strategic Timeout will define turning moments - Get ready for an unforgettable showdown! #CEAT #CEATTyres #CEATStrategicTimeout #Cricket #Finals #WPL2024 #TATAWPL #CGI #ThisIsRPG." Here, too, the hashtags clarified that the video made use of CGI.

CEAT Tyres had posted this ahead of the finals of the cricket 2024 Women's Premier League, when Royal Challengers Bangalore beat the Delhi Capitals to lift the trophy.

Harsh Goenka, Chairman of RPG Group, which owns CEAT Tyres, had shared the clip on June 26 on X (archived here) writing, "Strange scene seen next to our office in Mumbai….." This became viral, and people started commenting on it and raising concerns about the safety of such an advertisement. However, responding later to a user who flagged such concerns, Goenka replied (archived here), "Hi, we appreciate your interest. This floating Timeout board video is purely created through Computer Generated Imagery! It's all digital wizardry and not real. Thanks for watching."

News 18 also wrote about the social media reaction to the video in a report titled "Harsh Goenka's Latest Post Fails To Get A Thumbs Up From Internet."

CEAT strategic timeout

CEAT Tyres are official sponsors for the league’s Strategic Time-out partners in IPL and WPL. The strategic timeout board seen during matches is similar to the one seen in the viral video.

However, it is clear that the advertisement is not real and was made using CGI. They have also released another similar (archived here) CGI video previously for the TATA IPL 2024. 

Logically Facts also recently debunked a CGI video advertisement of a statue of Indian cricketer Virat Kohli at Times Square. 

The video is being shared amid the 2024 T20 World Cup, being co-hosted by the United States and West Indies. India won the semi-finals on June 27 against England and is set to play the final of the tournament on June 29 against South Africa. 

The verdict

The clip purporting to show a real advertisement by CEAT is a video created using CGI. It is not an actual advertisement made and showcased on the roads of Mumbai.