BKT Tyres has announced its entry into the Indian on-highway tyre market with the launch of a new brand campaign titled ‘Elevate Your Drive’, fronted by Ranveer Singh.
The television-led multimedia campaign introduces BKT Tyres’ core consumer proposition of enabling individuals to move forward with confidence. Built on the insight that ambition often slows in the face of doubt, the campaign positions the brand as a catalyst that helps turn confidence into progress.
In the campaign film, Ranveer Singh appears as himself, reflecting the spirit of ambition and forward momentum. Through a voiceover, he narrates the journeys of individuals from different walks of life, highlighting their transitions from good to great and from ordinary to extraordinary.
The campaign also introduces a new sonic identity designed to strengthen the brand’s presence across platforms through a distinctive audio cue aligned with the theme of elevation.
Commenting on the launch, Mahesh Koppad, Chief Marketing Officer - India, BKT, said, “With ‘Elevate Your Drive’, we are positioning BKT Tyres for Indian consumers and our channel partners with a clear and meaningful purpose. Mobility, for us, is about empowering progress in a market where consumers seek reliability, performance, and meaning from the brands they choose. Our consumers expressed how journeys are about moving ahead in life, yet uncertainties often hold us back. At BKT Tyres, our ambition is to enable every Indian vehicle owner’s desire to move forward with confidence. Our commitment is to build an enduring brand and deliver best‑in‑class products that uphold the performance, trust, and innovation that is synonymous with BKT globally. ‘Elevate Your Drive’ isn’t just a campaign line; it is the guiding principle shaping our consumer‑focused initiatives. The campaign will be deployed through a high‑reach media mix to maximise awareness and drive strong early adoption.”
Avik Chattopadhyay, Co-founder, Expereal, added, “The best way for an Off‑highway specialist brand to enter the consumer segment is to adopt a deeply customer‑centric approach to purpose, promise, and positioning. BKT Tyres aims to enhance every vehicle owner’s progress and driving delight by building an ecosystem that empowers individuals to move forward with confidence.”
Ramanuj Shastry - Creative Chairman & Managing Partner, Infectious said, “The journey from good to better is one that never ends. While for some, victory is the ultimate destination, for the truly great, it is but a pitstop. BKT Tyres makes sure that when the human spirit is raring to keep going further, the roads don’t hold it back.”
Commenting on the campaign, Vedang Jain, Director, Prachar Communications, said, “An entry into a new segment is not solely centred around the campaign, but is about establishing presence quickly and decisively. Our job was to get the strategy and timing of that entry right, which includes deciding when to launch, how to build presence quickly across a diverse market, and how to ensure the film reached the audiences that matter most. Be it the production or the media planning and dissemination, we built the entire launch architecture around giving BKT Tyres the strongest possible start in this segment."
Rakshit Jain, Director, Prachar Communications, said: “The consumer tyre segment in India is a competitive one, which makes the scale and timing of a campaign particularly important. With ‘Elevate Your Drive’, our focus was on ensuring that the production and rollout moved in step so the campaign could reach audiences across the country within a short span of time. Our long association with BKT helped us work closely with the brand teams and move quickly from production to deployment, aligning the television and digital rollout so the campaign could establish visibility for the brand from the moment it went live.”
Conceptualised and executed by Infectious Advertising, the campaign builds a human narrative around BKT Tyres’ engineering strength. The film was produced in collaboration with Mangata Films and Prachar Communications, while Expereal co-created the brand strategy for the Indian market.
