JK Tyre has rolled out a campaign that aims to showcase its array of products for the diverse range of terrain in the country.

Conceptualised by Cheil India, the campaign which consists of a film is anchored in an anthemic track sung by Mohit Chauhan with lyrics penned down by Amit Gujral, chief marketing officer, JK Tyre.

The film presents a protagonist biker embarking on a journey that takes him through the length and breadth of India, leading him to friendly encounters with strangers that leave him with joy and pride in the nation’s diversity. In the process, the film also displays a range of vehicles from premium passenger cars, SUVs and two-wheelers, to farm vehicles, trucks, and buses, that showcases the brand’s commitment to cater to the varied tyre needs of Indian consumers. 

What we think of it: The film displays the excitement of embarking on a solo trip, enriched by the fleeting camaraderie of the encounters with friendly strangers. The stirring music with the uplifting lyrics aid the connect with the campaign.

Neeraj Bassi, chief growth officer, Cheil India said, “The agency presented several routes, but one insight resonated with the collective team very strongly. In this age where we are all becoming individual islands, it is the roads that keep us connected with each other. Running from the north most tip of India to the last bend down the south, roads are a force of connection across India. And thus was born the idea: India meets India.”

Amit Nandwani, national creative director, Cheil India, added, “Our insight about JK tyres enabling human connections was strong. So staying true to the brand’s ‘desh ka tyre’ positioning, we decided to make a grand film which evokes a sense of pride in every Indian. Through our protagonist riding across the length and breadth of the country, we showcased the entire range of JK tyres rolling through diverse landscapes of India. On the way he has heart-warming interactions with people across various regions. These moments, along with the soulful track sung by Mohit Chauhan, drive the emotional connect of the film.”

CREDITS:

Agency: Cheil India 
Chief operating officer: Sanjeev Jasani 
Chief creative officer: Vikash Chemjong 
Chief growth officer: Neeraj Bassi 
National creative director: Amit Nandwani 
Vice president, head of operations: Kanika
Creative team: Jitendra Kumar Kaushik, Devdas Nair, Suryansh Sharma
Account management team: Paras Anil Sunneja, Navita Johari, and Harsh Girdhar