Ad Campaigns
JK Tyre ad aims to put an end to buyer’s indifferent attitude
MUMBAI: Dentsu One, the creative agency from Dentsu Aegis Network, has rolled out a new campaign for JK Tyre’s two wheeler tyre range, Blaze.
The campaign takes forward JK Tyre’s equity of ‘Total Control’ and further strengthens it by combining the communication with a strong consumer insight. The tagline, ‘Ab se tyres mein sirf JK is OK’ arrives from the above insight and re-assures the consumer that when it comes to tyres, JK Tyre’s Blaze is the right choice.
The film is based on real insights taken from the people of India and the ‘It’s OK yaar (friend)!’ attitude that is prevalent amongst these consumers when it comes to choosing a tyre for their bikes. While bikers ride through so many challenges on road – ranging from bad roads to potholes to sharp turns to slippery roads to accident prone areas – they do not care about the tyres that they ride on. The film highlights such challenges and enforces that ‘It’s not OK’ to have ignorant attitude towards their bike’s tyres as the safety of the individual and his family rests on the tyres being used. The film then introduces JK Tyre’s Blaze variant, which is racetrack tested with hybrid technology and ensures that one gets ‘Total Control’ on the road.
Commenting on the campaign, Titus Upputuru, National Creative Director, Dentsu One said, “Like the line in the film says, today young people fuss more about their hairstyle than the tyres for their two-wheelers. With the launch of two-wheeler tyres that provide total control, we wanted to wake up an entire generation to put their minds to the journey they make everyday. As consumers, we are okay with a lot of things. This campaign puts an end to this attitude.”
Vikram Malhotra, Marketing Director, JK Tyre & Industries said, “We have adopted a 360-degree promotion campaign for Blaze through our marketing and communication platforms. The tagline and message of our campaign ‘Ab se tyres mein sirf JK is OK’ is rooted in our firm commitment to total control and safety while driving on roads. We are going all out with our campaign and expect the premium range of tyres to cover 75%-80% of the domestic two-wheeler tyres replacement market demand.”
The amalgamation of the serious visuals with the satirical voiceover with a touch of dry humour is what makes the film unique. The 360 degree campaign including the TVC, outdoor, digital have been developed to extend the campaign ‘Aaj se tyres mein sirf JK is OK’.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
