BKT Tyres Enters India’s On-Highway Segment With ‘Elevate Your Drive’ Campaign Featuring Ranveer Singh

Tyre manufacturer Balkrishna Industries Limited, widely known as BKT Tyres, has launched a new marketing campaign titled “Elevate Your Drive” to mark its strategic entry into India’s on-highway tyre segment. The campaign is fronted by actor Ranveer Singh and is being rolled out through a television-led multimedia strategy.

The initiative introduces BKT Tyres’ core consumer proposition in the Indian passenger and commercial vehicle segment, positioning the brand around the idea of confidence-driven mobility. While BKT has historically built its global reputation in the off-highway tyre category, the campaign signals the company’s push to establish a stronger presence among everyday vehicle owners on Indian roads.

At the centre of the campaign lies a consumer insight about aspiration and uncertainty. The narrative reflects the idea that individuals constantly seek progress and a better life, but moments of doubt can slow their momentum. BKT Tyres frames its products as enablers that replace hesitation with confidence, allowing consumers to move forward and pursue their ambitions.

In the campaign film, Ranveer Singh appears as himself and acts as the narrative voice connecting stories of individuals striving to move ahead in their personal journeys. Through a voiceover-led storytelling format, the film highlights how everyday drives symbolise the broader pursuit of growth — transitioning from ordinary milestones to larger achievements.

Beyond visual storytelling, the campaign also introduces a new sonic identity for the brand. The audio signature is designed to function as a recognisable sound cue across platforms, helping the brand create stronger recall through both sound and imagery as it expands its presence among Indian consumers.

Mahesh Koppad, Chief Marketing Officer – India at BKT, said the campaign is intended to position the brand with a clear consumer-facing purpose as it expands into the on-highway category.

“With ‘Elevate Your Drive’, we are positioning BKT Tyres for Indian consumers and our channel partners with a clear and meaningful purpose. Mobility, for us, is about empowering progress in a market where consumers seek reliability, performance, and meaning from the brands they choose. Our consumers expressed how journeys are about moving ahead in life, yet uncertainties often hold us back. At BKT Tyres, our ambition is to enable every Indian vehicle owner’s desire to move forward with confidence,” Koppad said.

From a strategic perspective, the campaign represents an effort to translate BKT’s established reputation in industrial and off-road tyres into a broader consumer brand narrative. As the company moves into the on-highway market, building emotional relevance and brand familiarity becomes a critical part of competing with established tyre brands already present in the segment.

Avik Chattopadhyay, Co-founder of Expereal, which worked on the brand strategy, said the transition into the consumer segment required a clear positioning approach.

“The best way for an off-highway specialist brand to enter the consumer segment is to adopt a deeply customer-centric approach to purpose, promise and positioning. BKT Tyres aims to enhance every vehicle owner’s progress and driving delight by building an ecosystem that empowers individuals to move forward with confidence,” he said.

The campaign was conceptualised and executed by Infectious Advertising, with production support from Mangata Films and Prachar Communications.

Creative Chairman and Managing Partner at Infectious Advertising, Ramanuj Shastry, said the campaign attempts to capture the ongoing journey of improvement that defines human ambition.

“The journey from good to better is one that never ends. While for some, victory is the ultimate destination, for the truly great, it is but a pitstop. BKT Tyres makes sure that when the human spirit is raring to keep going further, the roads don’t hold it back,” Shastry said.

The campaign will be supported through a high-reach media mix, combining television with digital amplification to drive awareness and encourage early adoption among Indian consumers. As BKT Tyres expands its footprint in the on-highway category, the campaign serves as the brand’s first major step in introducing its positioning to a wider mass-market audience.