Mumbai: BKT Tyres, the tyre business of Balkrishna Industries Limited (BKT) and a global leader in the off-highway tyre market, has announced its entry into India’s consumer tyre segment with the launch of a nationwide brand campaign titled ‘Elevate Your Drive’, featuring actor Ranveer Singh.
The 360-degree mass media campaign, led by Prachar Communications, will be rolled out across television and digital platforms in six languages, aimed at building rapid awareness for BKT’s consumer tyre portfolio in the Indian market.
At the core of the campaign lies a relatable insight about aspiration and progress. While individuals across the country strive to move forward and build better lives, uncertainty often slows that momentum. Through the ‘Elevate Your Drive’ narrative, the brand positions confidence as the catalyst that transforms everyday journeys into opportunities for growth.
In the campaign film, Ranveer Singh appears as himself, embodying ambition and forward momentum. Through a narrative voiceover, he links together stories of individuals from different walks of life, highlighting journeys that move from ordinary to extraordinary and reinforcing the message that confidence can elevate every drive.
The film has been produced by Prachar Communications in partnership with Mangata Films, with Prachar also handling media planning and dissemination across television and digital platforms.
The campaign also introduces a new sonic identity for BKT Tyres, designed to create a distinctive audio cue that reinforces the brand’s theme of elevation and enhances recall across both television and digital touchpoints. According to industry observers, the scale of visibility expected from the initiative could help the brand achieve awareness levels in a few months that typically take established players in the category close to a year.
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, added: “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.”
Speaking about the campaign, Mahesh Koppad, Chief Marketing Officer – India, BKT Tyres, said, “For decades, BKT has earned the trust of customers globally through its commitment to performance, uncompromising quality and innovation. As we step into the Indian consumer tyre segment, it was important for us to present the brand in a way that connects with the aspirations of modern Indian consumers. ‘Elevate Your Drive’ reflects our belief that mobility is closely linked to personal progress, and Ranveer Singh brings the energy and authenticity that perfectly capture this spirit as we introduce BKT Tyres to a wider audience across India.”
The ‘Elevate Your Drive’ campaign will continue rolling out across national and regional media platforms in the coming months, supporting BKT Tyres’ expansion into India’s rapidly growing consumer mobility market.
