BKT enters consumer segment with campaign featuring Ranveer Singh

Marking its strategic entry into the Indian On-Highway tyre market, BKT Tyres has unveiled its new brand campaign, ‘Elevate Your Drive’, headlined by Ranveer Singh. The television-led multimedia campaign introduces BKT Tyres’ core consumer proposition, enabling individuals to move ahead with confidence.

At its core, ‘Elevate Your Drive’ is built on a simple yet strong human insight: while
everyone aspires to progress and achieve an elevated life, uncertainty and doubt often slow momentum. When doubt is replaced with confidence, every drive turns into ambition, and ambition fuels elevation. BKT Tyres positions itself as the enabler of that transformation.

In the film, Ranveer Singh appears as himself, embodying the spirit of ambition and forward momentum. Through a powerful voiceover, he weaves together stories of individuals across walks of life, capturing their journeys from good to great and from ordinary to extraordinary. The campaign also introduces a new sonic identity, enabling the brand to connect with consumers not just visually but through sound as well, creating a distinctive audio cue that reinforces the spirit of elevation across platforms.

Commenting on the launch, Mahesh Koppad, Chief Marketing Officer - India, BKT, said, “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 maximise awareness and drive strong early adoption.”