MAM
Hemant Bakshi is elected chairman of the ISA
MUMBAI: Hindustan Unilever Limited’s Hemant Bakshi has been elected the chairman of the ISA. The newly elected executive council of the Indian Society of Advertisers (ISA) met on 11 September.
HUL executive director, home and personal care Hemant takes over from Kurush N. Grant.
On his election as chairman of ISA, Hemant said “We are going through a challenging period and it is crucial that ISA along with other associate members works towards sustainable growth of the industry”.
Hemant has been lending his support to the ISA for a long time. An MBA from IIM Ahmedabad, Hemant has been recognised for his thought leadership in customer development and marketing in the industry. He is also the chairman of The Indian Soaps and Toiletries Manufacturers Association, a board member of Advertising Standards Council of India and is on the board of BARC, a nodal body for the advertisers, advertising agencies and broadcasters in the country. Apart from being a marketer, Hemant is also a sportsman. He runs marathons and is a passionate golfer.
Former chairman, Grant continues to be on the executive council. He was acknowledged for his substantial contribution as the chairman. Grant on his part, reassured the ISA of his continuous support and participation.
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Hemant Bakshi believes its important to work towards sustainable growth of the industry
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The new chairman Hemant said he is looking forward to the new exciting year and expressed his wishes to take forward initiatives such as the BARC formation.
The ISA is the only national body giving a voice to advertisers over the last 60 years. It has members from across industries who contribute to over two-thirds of the country’s national non-governmental ad spends. Over the years, the ISA has upheld advertisers’ issues, recent examples being that of TRP frequency, HD feed ad, Reinforcement of Self-Regulation, Participation in Consumer Forums and formation of BARC (Broadcast Audience Research Council). The ISA has also partnered with other industry bodies that connect to the advertisers.
Other members of the executive council are:
Atul Agrawal, Vice President – Corporate Affairs, Group Corporate Affairs and Media, Tata Services Ltd., Mumbai.
Abraham Alapatt, Head – Marketing,Thomas Cook (India) Ltd., Mumbai.
Narendra Ambwani, Director, Agro Tech Foods Ltd., Secunderabad.
Jimmy R. Anklesaria, Director – Business Development, Bajaj Corp Ltd., Mumbai.
Mohit Beotra, Chief Brand Officer – India, Bharti Airtel Ltd., Gurgaon.
J. C. Chopra, Director, Infogain India Private Limited, Noida, U.P.
Paulomi Dhawan, Director, Landmarc Leisure Corporation Limited, Mumbai.
Sonali Dhawan, Marketing Director, Procter & Gamble Hygiene and Health Care Ltd., Mumbai.
Rajiv Dube, Director, Group Corporate Service, Aditya Birla Management Corporation Ltd., Mumbai.
Kurush N. Grant, Executive Director, ITC Limited, Kolkata.
Sunil Kataria, Chief Operating Officer – Sales, Marketing & SAARC, Godrej Consumer Products Ltd., Mumbai.
Anisha Motwani, Director & Chief Marketing Officer, Max Life Insurance Co. Ltd., Gurgaon.
Siddhartha Mukherjee, Director – Chocolate Category and Media, Cadbury India Limited, Mumbai.
Mayank Pareek, Chief Operating Officer (Marketing & Sales), Maruti Suzuki India Limited, New Delhi.
Bharat V. Patel, Board Member, Birla Sun Life Asset Management Co.Ltd., Mumbai.
Chandrasekar Radhakrishnan, Vice President – Communications, Nestle India Ltd, Gurgaon.
R. Ramakrishnan, Group CEO, Polycab Wires Pvt. Ltd.,Mumbai.
Shipra Tripathi, Vice President, Corporate Global Marketing, Kirloskar Brothers Ltd., Pune.
Brahm Vasudeva, Chairman, Hawkins Cookers Ltd., Mumbai.
MAM
BKT Tyres launches ‘Elevate Your Drive’ campaign with Ranveer Singh
TV led multimedia campaign marks BKT’s entry into India’s on highway tyre market.
MUMBAI: When ambition meets asphalt, the road suddenly looks a lot wider. BKT Tyres has rolled out a new brand campaign titled ‘Elevate Your Drive’, fronted by actor Ranveer Singh, as the company formally enters India’s on highway tyre market. The television led multimedia campaign introduces the brand’s core consumer proposition built around confidence, progress and performance on the road.
At the heart of the campaign lies a simple human insight: while most people aspire to move ahead in life, uncertainty and self doubt often slow their journey. Replace doubt with confidence, the brand argues, and every drive becomes a step towards something bigger.
The campaign film features Ranveer Singh appearing as himself, reflecting the spirit of ambition and forward momentum. Through a voiceover, he threads together stories of individuals from different walks of life, capturing their journeys from good to great and from ordinary to extraordinary.
Alongside the visual storytelling, the campaign also introduces a new sonic identity for the brand, designed to help BKT build recall across platforms through a distinctive audio signature that echoes the idea of elevation.
BKT, chief marketing officer India Mahesh Koppad said the campaign aims to position the brand with a clear purpose as it expands its presence in the Indian consumer segment.
“With ‘Elevate Your Drive’, we are positioning BKT Tyres for Indian consumers and our channel partners with a meaningful purpose. Mobility is about empowering progress in a market where consumers seek reliability, performance and meaning from the brands they choose. Our ambition is to enable every Indian vehicle owner to move forward with confidence,” he said.
Expereal co founder Avik Chattopadhyay who worked on the brand strategy for India, noted that entering the consumer tyre segment requires a strong focus on purpose and positioning.
“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 creating an ecosystem that empowers individuals to move ahead with confidence,” he said.
The creative campaign was conceptualised and executed by Infectious Advertising. The film was produced in collaboration with Mangata Films and Prachar Communications.
Infectious, creative chairman and managing partner Ramanuj Shastry said the idea behind the campaign was to capture the relentless human pursuit of improvement.
“The journey from good to better never really ends. For some, victory is the destination, but for the truly great it is only a pitstop. BKT Tyres ensures that when the human spirit wants to go further, the road does not hold it back,” he said.
With the ‘Elevate Your Drive’ campaign rolling out across a high reach media mix, BKT Tyres is looking to build early visibility and connect with Indian consumers as it accelerates into the on highway market.
