Mumbai: Cheil India’s new TVC for JK Tyre is a showcase of the products from the brand and its commitment to cater to the varied tyre needs of Indian consumers. It is a communication that is anchored in a song sung by Mohit Chauhan with lyrics penned down by Amit Gujral, CMO, JK Tyre.
JK Tyre is a tyre manufacturer. It makes tyres for a range of vehicles like premium passenger cars, SUVs, two-wheelers, farm vehicles, trucks, buses, etc.
“The agency presented several routes, but one insight resonated with the collective team very strongly. In this age where we are all becoming individual islands, it is the roads that keep us connected with each other. Running from the northmost tip of India to the last bend down the south, roads are a force of connection across India. And thus was born the idea: India meets India,” said Neeraj Bassi, chief growth officer, Cheil India.
“Our insight about JK tyres enabling human connections was strong. So staying true to the brand’s ‘Desh ka tyre’ positioning, we decided to make a grand film that evokes a sense of pride in every Indian. Through our protagonist riding across the length and breadth of the country, we showcased the entire range of JK tyres rolling through diverse landscapes of India. On the way he has heart-warming interactions with people across various regions. These moments, along with the soulful track sung by Mohit Chauhan, drive the emotional connect of the film,” said Amit Nandwani, national creative director, Cheil India.
To strengthen this narrative the brand roped in director Bharatbala.
Link of the film:
