JK Tyre & Industries Launches Its New TVC Campaign ‘Smart Tyre - Tyre With A Brain’

* SHOWCASES THE FUTURE OF MOBILITY WITH SMART INNOVATION IN TYRES

* Link: https://www.youtube.com/watch?v=zphxhCuBzfc

Indian tyre industry major and the pioneer of radial tyre technology in the country, JK Tyre & Industries Ltd. has launched a high-impact TVC for their latest innovation, ‘Smart Tyre – Tyre With a Brain’.

The TVC campaign aims to establish JK Tyre as a new age tech-driven brand that understands the pulse of their customers, in line with shift in customer preference towards connectivity and smart devices. The new TVC also showcases the cutting-edge innovation of JK SMART TYRE, and the new features that will define the future of mobility.

Featuring India’s first Formula One racer and motorsports icon Narain Karthikeyan, the new television commercial by creative agency Cheil India, builds a thrilling connection with Narain’s ambition to explore the unexplored, equipped with all the information on the tyre health provided by JK SMART TYRE. 

The ad showcases the character of an enthusiast, portrayed by Narain Karthikeyan, who trusts JK Tyre’s future of mobility - SMART TYRE - to be a part of his everyday journey, enabling him to experience the ever-changing road conditions.

Talking about the commercial, Mr. Srinivasu Allaphan, Director - Sales & Marketing, JK Tyre & Industries Ltd. said, “Our new TVC aligns with JK Tyre’s philosophy of driving innovation and excellence in the tyre industry. We have had a long-standing relationship with Narain Karthikeyan and the new TVC intersperse his spirit of excellence, performance, and endurance. Through this new TVC, we have highlighted the importance and benefits of our SMART TYRE and how it provides innovation exemplified for total control, utmost safety, and delivers excellent performance. With this, we hope to build a strong brand connect and strengthen our position in the category.”

The advertisement has been directed by Andreas Bruns, with CGI contributions from UPP Prague. The TVC is currently running across platforms, including television channels and social media.

SMART TYRE comes with inbuilt smart sensors and new-age technology, bringing in connectivity through a phone app. The indigenous product from JK Tyre provides real-time updates about the health of the Tyres (pressure and temperature) on your connected smartphone. The one-of-a-kind technology-based tool is geared towards smart monitoring and maintenance of tyres, ensuring total control over any journey. SMART TYRES are available for premium vehicle models and are available for purchase at authorized JK Tyre showrooms.

Production Credits:

Director: Andreas Bruns

CGI: UPP Prague

Creative agency: Cheil India

Actor: Narain Karthikeyan

JK Tyre & Industries Limited

The flagship company of JK Organisation, JK Tyre & Industries Ltd is amongst the top 25 manufacturers in the world. Pioneers of radial technology, the Company produced the first radial tyre in 1977 and is currently the market leader in Truck Bus Radial segment. The Company provides end-to-end solutions across segments of passenger vehicles, commercial vehicles, farming, Off-the-Road and two & three-wheelers.

A global force, JK Tyre is present in 105 countries with over 180 Global distributors.  The Company has 12 globally benchmarked ‘sustainable’ manufacturing facilities - 9 in India and 3 in Mexico – that collectively produce around 35 million tyres annually. The Company also has a strong network of over 4000 dealers and 550+ dedicated Brand shops called as Steel Wheels and Xpress Wheels.

JK Tyre’s unwavering commitment towards innovation is reflected through its state-of-the-art global research and technology centre – the Raghupati Singhania Centre of Excellence - in Mysore, which houses some of the world’s finest technologies and techniques.

JK Tyre launched India’s first ever ‘Smart Tyre’ technology-and introduced Tyre Pressure Monitoring Systems (TPMS) which monitors the tyre’s vital statistics, including pressure and temperature. In 2020, the company rolled out its 20 millionth Truck/Bus Radial tyre becoming the first and the only Indian company to achieve this milestone.

It is the only Indian tyre manufacturer to be included in the list of Superbrands India in 2021 for the eighth consecutive year. JK Tyre has been conferred the Sword of Honour for Safety across its plants by the British Safety Council, UK. The company entered the Limca Book of Records with the country’s largest off-the-road tyre - VEM 04. Another remarkable addition to the list of the brand's accolades is being a 3-time recipient of the Economic Times - Iconic Brand of the Year Award.

JK Tyre is also synonymous with motorsport in the country. For over three decades, the Company has relentlessly worked towards shaping India’s positioning as the motorsport hub of Asia, developing the right infrastructure for the sport and promoting young talent in the arena.