Mumbai, March 11, 2026 – Marking its strategic entry into the Indian On-Highway tyre market, BKT Tyres has unveiled its new brand campaign, ‘Elevate Your Drive’, headlined by Ranveer Singh. The television-led multimedia campaign introduces BKT Tyres’ core consumer proposition, enabling individuals to move ahead with confidence.
At its core, ‘Elevate Your Drive’ is built on a simple yet strong human insight: while everyone aspires to progress and achieve an elevated life, uncertainty and doubt often slow momentum. When doubt is replaced with confidence, every drive turns into ambition, and ambition fuels elevation. BKT Tyres positions itself as the enabler of that transformation.
In the film, Ranveer Singh appears as himself, embodying the spirit of ambition and forward momentum. Through a powerful voiceover, he weaves together stories of individuals across walks of life, capturing their journeys from good to great and from ordinary to extraordinary.
The campaign also introduces a new sonic identity, enabling the brand to connect with consumers not just visually but through sound as well, creating a distinctive audio cue that reinforces the spirit of elevation across platforms.
Commenting on the launch, Mahesh Koppad, Chief Marketing Officer – India, BKT, said, “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. Our commitment is to build an enduring brand and deliver best-in-class products that uphold the performance, trust, and innovation that is synonymous with BKT globally. ‘Elevate Your Drive’ isn’t just a campaign line, it is the guiding principle shaping our consumer-focused initiatives. The campaign will be deployed through a high-reach media mix to maximize awareness and drive strong early adoption.”
Avik Chattopadhyay, Co-founder, Expereal added, “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.”
Ramanuj Shastry – Creative Chairman & Managing Partner, Infectious said, “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.”
The campaign was conceptualised and executed by Infectious Advertising, which crafted a compelling human story around BKT Tyres’ engineering strength. The film was produced in collaboration with Mangata Films and Prachar Communications, bringing the campaign’s vision to life, while Expereal co-created the brand strategy for India.
