Balkrishna Industries has unveiled a new campaign, ‘Jurrat’, for BKT Tyres, marking its strategic entry into India’s two-wheeler segment. Featuring Ranveer Singh, the campaign film debuted during Indian Premier League 2026, leveraging one of the country’s biggest cultural moments to maximise reach and visibility.
At its core, the campaign shifts focus from just product features to rider mindset. While highlighting key attributes such as durability, grip, and comfort, the narrative positions these elements as enablers of confidence for everyday commuters. Set against the backdrop of unpredictable Indian road conditions, the film captures how riders rely on consistent tyre performance to navigate daily challenges with ease.
This marks a significant transition for BKT Tyres, which has traditionally been associated with off-highway tyres. With ‘Jurrat’, the brand steps into the consumer mobility space, specifically targeting motorcycle and scooter users-an essential segment driving India’s everyday movement.
The campaign aligns with BKT’s broader proposition, ‘Elevate Your Drive’, reinforcing the idea that mobility is not just about reaching a destination, but about doing so with assurance and control. By blending functional benefits with an emotional narrative, the brand moves beyond product-led communication to build a deeper connection with consumers.
Distributed across television and digital platforms, ‘Jurrat’ signals BKT Tyres’ intent to strengthen its presence in high-growth mobility categories while addressing evolving consumer expectations in India’s dynamic two-wheeler market.
