BKT Tyres has rolled out a campaign, ‘Elevate Your Drive’, as it expands into India’s consumer-focused on-highway tyre segment. Fronted by actor Ranveer Singh, the television-led campaign marks the brand’s attempt to build recall among everyday vehicle owners.

The campaign, conceptualised and executed by Infectious Advertising, frames driving as a metaphor for personal progress.

Through a voiceover by Singh, it traces the journeys of individuals striving to move from ordinary to extraordinary, positioning confidence as the force that propels ambition forward. With this, the brand seeks to connect with vehicle owners by linking mobility with aspiration and forward momentum.

Alongside the film, BKT has also introduced a new sonic identity intended to strengthen brand recall across platforms.

The film was produced in collaboration with Mangata Films and Prachar Communications, while Expereal co-created the brand strategy for India.

What we think about it: The campaign attempts to humanise a category typically dominated by product and performance messaging, leaning on the familiar but effective trope of aspiration framed as forward motion and relentless drive.

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.”