Mumbai| March 13, 2026: BKT Tyres, the tyre business of Balkrishna Industries Limited (BKT) and a global leader in the Off-Highway tyre market, has recently entered India’s consumer tyre segment with the launch of its nationwide brand campaign, ‘Elevate Your Drive’, featuring Ranveer Singh. The mass media 360-degree campaign led by Prachar Communications will roll out across television channels and digital platforms in six languages.
At the heart of the campaign lies a simple yet powerful human insight: while people aspire to move forward and build a better life, uncertainty often slows that momentum. ‘Elevate Your Drive’ builds on the belief that when doubt is replaced with confidence, every journey becomes an opportunity to move ahead. In the campaign film, Ranveer Singh appears as himself, embodying the spirit of ambition and forward momentum. Through a narrative voiceover, he connects stories of individuals from different walks of life, reflecting journeys from ordinary to extraordinary and reinforcing how confidence can transform every drive into a step toward progress.
The campaign film was produced by Prachar Communications in partnership with Mangata Films with Prachar also leading the media planning and dissemination for the launch across television and digital platforms.
The campaign also introduces a new sonic identity for BKT Tyres, creating a distinctive audio cue designed to reinforce the brand’s theme of elevation and strengthen recall across both television and digital touchpoints. The initiative is expected to rapidly build awareness for BKT’s consumer tyre portfolio within the first few months of launch, a scale of visibility that industry observers note typically takes established brands in the category close to a year to achieve.
Commenting on the campaign, Vedang Jain, Director, Prachar Communications, said, “An entry into a new segment is not solely centred around the campaign, but is about establishing presence quickly and decisively. Our job was to get the strategy and timing of that entry right, which includes deciding when to launch, how to build presence quickly across a diverse market, and how to ensure the film reached the audiences that matter most. Be it the production or the media planning and dissemination, we built the entire launch architecture around giving BKT Tyres the strongest possible start in this segment.”
Rakshit Jain, Director, Prachar Communications, said: “The consumer tyre segment in India is a competitive one, which makes the scale and timing of a campaign particularly important. With ‘Elevate Your Drive’, our focus was on ensuring that the production and rollout moved in step so the campaign could reach audiences across the country within a short span of time. Our long association with BKT helped us work closely with the brand teams and move quickly from production to deployment, aligning the television and digital rollout so the campaign could establish visibility for the brand from the moment it went live.”
Speaking about the campaign, Mahesh Koppad, Chief Marketing Officer – India, BKT, said, “For decades, BKT has earned the trust of customers globally through its commitment to performance, uncompromising quality and innovation. As we step into the Indian consumer tyre segment, it was important for us to present the brand in a way that connects with the aspirations of modern Indian consumers. ‘Elevate Your Drive’ reflects our belief that mobility is closely linked to personal progress, and Ranveer Singh brings the energy and authenticity that perfectly capture this spirit as we introduce BKT Tyres to a wider audience across India.”
The ‘Elevate Your Drive’ campaign will continue to roll out across national and regional media platforms over the coming months, supporting BKT Tyres’ expansion into India’s rapidly growing consumer mobility market.
