Mumbai: Balkrishna Industries Ltd. (BKT) has unveiled a new campaign, ‘Jurrat’, under its brand BKT Tyres, marking its strategic expansion into India’s fast-growing two-wheeler segment. The high-energy television commercial, featuring brand ambassador Ranveer Singh, debuted on April 3 during the Indian Men’s T20 League 2026.
The campaign highlights key performance attributes such as long life, grip, and comfort—critical factors for riders navigating India’s dynamic and often unpredictable road conditions. With motorcycles and scooters forming the backbone of daily mobility for millions, the initiative positions BKT Tyres as a brand focused on delivering confidence, control, and consistency in everyday commuting.
‘Jurrat’, meaning courage, reflects the mindset of riders who tackle daily challenges with resilience. The campaign reinforces the brand’s ‘Elevate Your Drive’ philosophy by focusing on performance-led innovation tailored for real-world usage, extending BKT’s legacy beyond its established off-highway tyre segment into consumer mobility.
Commenting on the launch, Mahesh Koppad, Chief Marketing Officer – India, BKT Tyres, said: “India’s two-wheeler segment reflects the way the country moves, works, and progresses on a daily basis. As depicted in the film featuring Ranveer Singh, riders today operate in dynamic and often unpredictable environments, where confidence is increasingly defined by control and consistency. Anchored in its ‘Elevate Your Drive’ proposition, ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience, enabling assured, uninterrupted movement that supports not just mobility, but progress in everyday life. With our entry into the two-wheeler segment, BKT Tyres remains focused on meeting evolving consumer expectations while strengthening our position across high-growth mobility segments.”
The campaign has been rolled out across television and digital platforms, leveraging high-impact placements during the cricket season to maximise reach and engagement. With this move, BKT Tyres aims to strengthen its presence in the consumer segment while building a broader, performance-driven mobility narrative in India.
