BKT Tyres has launched a new brand campaign titled “Elevate Your Drive” as it expands into India’s on-highway tyre market. The campaign stars actor Ranveer Singh and will be rolled out across television and multiple media platforms.
The campaign film presents Singh appearing as himself while narrating stories of individuals striving to move ahead in life. Through these interconnected journeys, the narrative highlights themes of ambition, progress and determination, positioning mobility as a symbol of personal and professional growth.
Alongside the film, the campaign introduces a distinct sonic identity aimed at creating a recognisable audio signature for the brand across advertising platforms.
According to Mahesh Koppad, Chief Marketing Officer – India at BKT, the campaign reflects the brand’s purpose of empowering consumers to move forward with confidence. As BKT enters the consumer-facing tyre segment, the brand aims to deliver products that combine reliability, performance and innovation while strengthening its presence in the Indian market.
The brand strategy for the campaign was developed by Expereal, which focused on positioning BKT as a consumer-centric mobility brand. Meanwhile, the creative campaign was conceptualised and executed by Infectious Advertising.
The campaign film was produced in collaboration with Mangata Films and Prachar Communications.
With “Elevate Your Drive,” BKT Tyres seeks to build a strong emotional connection with consumers while reinforcing its commitment to enabling everyday journeys and aspirations on India’s roads.
