MAM
‘Safe & easy to buy gold digitally’, assures PhonePe in new campaign
Mumbai: Digital payments platform PhonePe on Thursday announced the launch of a new TV campaign for the gold category. On air for six weeks, the campaign comprises multiple 25-30 second ad films showcasing the ease and safety of buying gold on the PhonePe app. It will run on TV as well as on the brand’s digital platforms.
PhonePe has tailored the messaging to appeal to a diverse set of audiences by customising the storylines and actors. The campaign brings back the famed ‘Inspector Desai (played by Aamir Khan) and Shinde duo for audiences in the northern, western and eastern parts of the country. Additionally, it uses popular songs in Telugu, Kannada, Tamil, and Malayalam to appeal to South audiences.
Commenting on the launch, PhonePe, head of mutual funds & gold, Terence Lucien, said, “Our aim is to help people from across India fulfill their aspirations of building their gold investments. We provide easy and secure access to the highest quality 24K gold coins and bars at the best prices that are safely delivered right to the customer’s doorstep by our gold partners.”
PhonePe launched the gold category over three years ago in association with MMTC-PAMP and SafeGold. Customers can click on ‘Buy 24K Gold’ under the ‘My Money’ section of the PhonePe app and order gold coins and bars starting from 0.5 grams. In addition to the best prices, they are also assured of insured delivery and tamper-proof packaging.
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.
