BKT Tyres enters on-highway segment with ‘Elevate Your Drive’ campaign featuring Ranveer Singh

BKT Tyres has launched a new brand campaign titled ‘Elevate Your Drive’, marking its entry into India’s on-highway tyre market. The campaign features actor Ranveer Singh and will roll out across television and multiple media platforms.

The campaign film shows Singh appearing as himself and delivering a voiceover that connects the stories of different individuals and their aspirations to move forward in life. Through these narratives, the campaign focuses on themes of ambition, progress and everyday journeys.

Alongside the film, the brand has also introduced a sonic identity designed to create a distinctive audio cue for BKT across platforms.

Mahesh Koppad, chief marketing officer – India at Balkrishna Industries Limited (BKT Tyres), said the campaign reflects the brand’s intent to position itself meaningfully for Indian consumers and channel partners. According to him, mobility today represents progress and confidence for vehicle owners who look for reliability, performance and purpose in the brands they choose.

He added that while consumers often associate journeys with moving ahead in life, uncertainties can sometimes hold them back. BKT aims to support that desire to progress by offering products that combine performance, trust and innovation—qualities the company says are already associated with the brand globally.

Avik Chattopadhyay, co-founder of Expereal, noted that entering the consumer segment requires a strong customer-centric approach to purpose, promise and positioning. He said the brand’s ambition is to enhance vehicle owners’ progress and driving experience by building an ecosystem that helps them move forward with confidence.

Ramanuj Shastry, creative chairman and managing partner at Infectious Advertising, said the idea behind the campaign was rooted in the idea that the journey from good to better is continuous. For those driven to keep moving forward, he said, the role of the brand is to ensure the road does not become a barrier.

The campaign was conceptualised and executed by Infectious Advertising. The film was produced in collaboration with Mangata Films and Prachar Communications, while Expereal developed the brand strategy for the Indian market.