Eurogrip Tyres has rolled out an ad campaign featuring cricketer and brand ambassador, MS Dhoni. 

Titled 'Enjoy Every Turn' the campaign is derived from the insight that every new turn in the journey of life is full of renewed possibilities.
 
The brand film is woven around that one question every fan has been asking –‘What’s next for Dhoni?’ and presents an interesting narrative that takes viewers through a scenic journey, where Dhoni is seen enjoying all the turns the ride throws at him.
 
What we think about it: The twists and turns shown in the film depicts a metaphor for the curveballs that life throws at us, creatively showcasing the Captain Cool’s calm demeanour at tackling googlies off-the-field as well.

P Madhavan, EVP, sales and marketing, TVS Srichakra said, “We are excited about our new brand campaign with MS Dhoni. The “Enjoy Every Turn” film is an offbeat take on the joy of riding, and we believe it fits perfectly with Dhoni’s personality.  As the bike tyre specialist, we remain committed to offering tyres that allow you to take on any of the challenges the road throws at you with confidence, enhancing every ride, making every journey smoother, safer and more exciting for the new-age rider.” 
 
Adarsh Atal, chief creative officer, Tilt Brand Solutions added, “Every biker will tell you that it’s the twists and turns of a road that make their ride interesting. A straight road is never fun. This formed the base insight of our idea. That whether it is on the road, or in life, it is not knowing what’s around the corner that makes things exciting. With Dhoni at that juncture in his life where the whole world is wondering what’s next for him; the idea really came alive.”
 
With this endorsement, the brand aims to strengthen its position as a youthful, vibrant and high-performance brand that resonates with the millennial and Gen Z Indian riders.

The ad film was released on 18 March 2025 across television, digital and social media. The campaign will be supported by on-ground activations as well.