MAM
Law and Kenneth launches The Create Project
MUMBAI: Independent Indian advertising agency Law and Kenneth has launched a non profit initiative called The Create Project. It is aimed at helping creators take their projects further with guidance and mentorship from those with expertise in the field.
As part of the project, creators get to share their idea through the project website and what they share is evaluated by a panel of entrepreneurs and experts who evaluate each submission. If the panel does find merit in nurturing the idea, the creator is then aided and mentored to help bring the creation to life. The Project‘s endeavour is to focus on nurturing the spirit of entrepreneurship that each creator carries and help her or him springboard from there by equipping them with the means to bring their creation to life. This process will also include methodical mentoring through the entire process – from the time the creator submits his idea to the time it comes to life.
The website of The Create Project is kept really simple and features examples of other projects from around the world to show creators the scale that The Create Project plans to work at.
The agency said, “All ideas that are sent to The Create Project will belong entirely to the creator. Everyone has the ability to create something. But often, these dreams are set aside because we don‘t know how to make them possible, or don‘t know who will help mentor and nurture what we want to create. The Create Project was born with the idea to act as a springboard for today‘s creators.”
MUMBAI: BKT Tyres has decided to roll into the two-wheeler world with some serious jurrat and it’s brought Ranveer Singh along for the ride. The off-highway tyre specialist has unveiled its new campaign, ‘Jurrat’, marking a strategic push into India’s massive two-wheeler segment. The high-energy TV commercial, featuring brand ambassador Ranveer Singh, debuted on 3 April 2026 during the Indian Men’s T20 League 2026.
The campaign revolves around the core belief that true confidence on the road comes from dependable performance beneath you. ‘Jurrat’ (meaning courage) captures the mindset of riders who navigate dynamic and often unpredictable daily commutes with determination. It brings BKT Tyres’ brand philosophy ‘Elevate Your Drive’ into the two-wheeler space by spotlighting three key product benefits: long life, exceptional road grip, and unmatched comfort.
BKT Tyres chief marketing officer for India Mahesh Koppad said, “India’s two-wheeler segment reflects the way the country moves, works, and progresses every day. ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience and support uninterrupted progress in everyday life.”
The campaign is being rolled out across television and digital platforms with high-impact placements to ensure maximum reach and engagement.
This launch represents BKT Tyres’ calibrated expansion from its stronghold in off-highway tyres to becoming a more holistic mobility brand, addressing the everyday transportation needs of millions of Indian riders who rely on motorcycles and scooters as their primary mode of transport.
In a segment where confidence is everything, BKT Tyres is betting that a combination of bold celebrity appeal and strong product performance will help it gain serious traction on Indian roads. The campaign signals that the company is ready to move beyond its traditional turf and accelerate in the fast-paced two-wheeler market.
