The campaign film highlights the long life, grip and comfort of tyres: key drivers of performance and confidence in India’s fast-growing two-wheeler market
Balkrishna Industries Ltd. (BKT), a global leader in the Off-Highway tyre market with a recent entry into India’s consumer segment, today announced that its brand BKT Tyres has launched a new campaign, ‘Jurrat’, marking a strategic push into India’s rapidly evolving two-wheeler segment. Featuring the brand ambassador Ranveer Singh, the high-energy TVC debuted on 3 April 2026, during the Indian Men’s T20 League 2026, leveraging one of the country’s most widely viewed sporting platforms.
The campaign film signals a calibrated expansion for BKT Tyres from its stronghold in off-highway tyres to becoming a holistic mobility brand addressing everyday transportation needs, where motorcycles and scooters serve as primary modes of transport for millions. ‘Jurrat’ places the spotlight on what consumers seek most from their tyres – confidence, control and consistency during daily commutes.
The narrative reflects the belief that true confidence on the road comes from dependable performance beneath you, reinforcing BKT Tyres’ productled approach to everyday mobility. ‘Jurrat’ which means courage, captures the mindset of riders who face changing road conditions and unpredictable routines with determination. The campaign brings BKT Tyres’ brand philosophy, ‘Elevate Your Drive’, into the twowheeler space by focusing on three core product benefits: long life, exceptional road grip and unmatched comfort.
Mahesh Koppad, Chief Marketing Officer – India, BKT Tyres, said: “India’s two-wheeler segment reflects the way the country moves, works, and progresses on a daily basis. As depicted in the film featuring Ranveer Singh, riders today operate in dynamic and often unpredictable environments, where confidence is increasingly defined by control and consistency. Anchored in its ‘Elevate Your Drive’ proposition, ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience, enabling assured, uninterrupted movement that supports not just mobility, but progress in everyday life. With our entry into the two-wheeler segment, BKT Tyres remains focused on meeting evolving consumer expectations while strengthening our position across high-growth mobility segments.”
The campaign is rolled out through a robust media mix, including television and digital platforms, with high-impact placements to ensure maximum reach, visibility, and engagement.
