Eurogrip Tyres has unveiled a new advertising campaign focusing on its patented tubeless tyre technology, with two brand films supported by a yearlong on-ground campaign. The films feature Eurogrip’s brand ambassador MS Dhoni endorsing the brand’s technology.
All Eurogrip tyres are co-developed by the company’s technology centre at Milan, Italy and Madurai, India, exceeding the needs of new age motorcycle riders. The two new films feature Dhoni as protagonist and see him endorsing the tyres’ features and benefits in interesting humour led stories.
The ad film rolled out on September 29, 2025, on TV and across digital platforms. It will be further amplified through point-of-sale marketing, retail activation and social media.
Speaking about the campaign, T K Ravi, Chief Operating Officer, TVS Srichakra, said, “Our products are designed with technology that is truly world-class. Particularly in the tubeless segment, we have the widest and best-in-category range of tyres with signature technologies. Our campaign brings this alive, and MS Dhoni perfectly complements our commitment to deliver innovative tyre solutions for new age riders. His stature and strength reflect what Eurogrip stands for.”
Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions, added, “When a brand has such a strong product promise, our job becomes that much easier. With this campaign, we wanted to bring alive the peace of mind that Eurogrip Tyres gives its customers, whether it’s the ease of saying ‘No Problem’ or the confidence of ‘Bahut Time Hai’. What makes it even more special is the way we’ve portrayed MS Dhoni, not as the legendary cricketer everyone knows, but as a relatable, everyday rider. That shift makes the brand’s promise feel even more real and accessible.”
