FCC

BKT Tyres Targets Two-Wheeler Market with ‘Jurrat’ Campaign

2026-04-08

Balkrishna Industries (BKT) has launched its new campaign, ‘Jurrat’, marking a strategic entry into India’s rapidly expanding two-wheeler segment. The campaign film, featuring brand ambassador Ranveer Singh, 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 initiative represents a calibrated expansion for BKT Tyres, transitioning from its established strength in the off-highway tyre segment to a broader, consumer-focused mobility brand. With motorcycles and scooters forming the backbone of everyday transportation for millions, the campaign positions BKT Tyres to address evolving urban and semi-urban commuting needs.

‘Jurrat’, meaning courage, reflects the mindset of riders navigating dynamic road conditions and unpredictable routines. The campaign underscores the importance of confidence on the road, driven by dependable tyre performance. It aligns with BKT Tyres’ brand philosophy, ‘Elevate Your Drive’, and highlights three key product attributes—long life, superior road grip and enhanced riding comfort.

Mahesh Koppad, Chief Marketing Officer – India, BKT Tyres, said that the two-wheeler segment mirrors how India moves and progresses daily. He noted that riders increasingly operate in challenging environments where confidence is defined by control and consistency. He added that performance-led tyres play a crucial role in enabling reliable and uninterrupted mobility, supporting both everyday commuting and broader economic activity.

The campaign is being rolled out through an integrated media strategy spanning television and digital platforms, aimed at maximising reach, visibility and consumer engagement across key markets.