Humour-driven films showcase TwinShield and TreadSmart technologies for durability, grip, and rider comfort

Eurogrip Tyres has unveiled a new campaign featuring brand ambassador MS Dhoni, highlighting its cutting-edge tubeless tyre technologies. The year-long campaign combines humour-led storytelling with practical demonstrations of Eurogrip’s TwinShield and TreadSmart innovations, designed to deliver long-lasting durability, superior grip, and enhanced riding comfort.

All Eurogrip tyres are engineered at the company’s technology hubs in Milan, Italy, and Madurai, India, tailored to meet the needs of today’s motorcycle riders.

TwinShield Technology employs a dual-layer design – a hard outer compound for rugged durability and a softer inner layer for comfort and self-repairing puncture resistance. TreadSmart Technology uses advanced tread patterns to maintain grip even after thousands of kilometres, ensuring consistent performance over time.

The campaign’s ad films depict Dhoni in relatable, humour-driven scenarios, emphasizing the everyday benefits of Eurogrip tyres while making the technology approachable for riders.

T K Ravi, Chief Operating Officer, TVS Srichakra, said:
“Our tubeless tyres combine world-class technology with practical performance. MS Dhoni embodies the strength and reliability that Eurogrip represents, and his presence reinforces our promise of innovative solutions for modern riders.”

Adarsh Atal, Chief Creative Officer, Tilt Brand Solutions, added:
“With products this strong, our creative focus was simple – showcase the peace of mind Eurogrip offers. Portraying MS Dhoni as a relatable rider, rather than just a cricket legend, makes the brand’s promise tangible and accessible to everyday consumers.”

The films were released on 29 September 2025 across TV and digital platforms, complemented by retail and social media activations to engage riders nationwide.