BKT Tyres has launched a nationwide campaign featuring Ranveer Singh to mark its entry into India’s on-highway consumer tyre segment, a market dominated by established domestic and global players.
The television-led multimedia campaign, titled “Elevate Your Drive,” introduces the company’s consumer positioning as it expands beyond its traditional strength in off-highway tyres used in agriculture, construction and industrial applications.
The campaign is built around the idea that ambition often stalls due to uncertainty and that confidence can help individuals push forward. BKT seeks to align its brand with that narrative, positioning its tyres as enabling progress and reliability for everyday drivers.
In the campaign film, Singh appears as himself, delivering a voiceover that links stories of people striving to move from ordinary circumstances to higher aspirations. The narrative focuses on ambition and forward momentum, themes the company hopes will resonate with India’s growing base of vehicle owners.
The campaign also introduces a new sonic identity for BKT, aimed at strengthening brand recall across television, digital and other multimedia platforms.
The move comes as BKT broadens its presence in the domestic market and targets growth in India’s on-highway tyre segment, which includes products for two-wheelers and commercial vehicles. The marketing push signals the company’s intent to build consumer recognition as it diversifies beyond its core off-highway tyre business.
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 maximize 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.”
Commenting on the same Creative Chairman Infectious Ramanuj Shastry 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.”
The campaign was conceptualised and executed by Infectious Advertising, which crafted a compelling human story around BKT Tyres’ engineering strength. The film was produced in collaboration with Mangata Films and Prachar Communications, bringing the campaign’s vision to life, while Expereal co-created the brand strategy for India.
Watch the entire video @ https://youtu.be/GwdnMogVAbc?si=ca0MIRoh3WOjqSE1
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