MAM
Allied Media appoints Shilpa Dhanu as head M3 project & strategy team
MUMBAI: Allied Media Network, the media planning, buying and evaluation arm of Percept, has appointed Shilpa Dhanu as Head – M3 Project & Strategy Team.
In her new role, Shilpa Dhanu will be responsible for the Centralised Data Analytics Cell. Based in Mumbai, she will be reporting to Allied Media CEO Shripad Kulkarni and with a core team of senior and junior analysts will take care of research & analytical needs for clients across India.
Shilpa‘s mandate is to assist and steer the strategy team of the company to newer heights. She also will be responsible in creating newer avenues and strategising various offerings of the company for the clients.
Allied Media last year had launched Centralised Data Analytical Cell, a specialised vertical that leverages various strategic initiatives across all media companies of the Percept Group for the clients. It will conduct research and collating data on key sectors and industries on a round the clock basis.
This data will help in giving a tailor made report to the client and will help in effectively measuring all their communication campaigns including ATL, BTL, Social Media, Word of Mouth and other vehicles optimally.
The tools will help as a guide for advertisers of different sectors to effectively bifurcate their communication spends in various vehicles as per consumer behaviour & media efficacy.
Allied Media CEO Shripad Kulkarni commented, “We are extremely pleased to welcome Shilpa in our team. She has a grass root level experience in understanding consumer trends and purchasing behaviour and will add tremendous value in steering our Data Analytics vertical. I am confident that she will drive our unrelenting focus on building and adding constant value for our discerning clients.”
Shilpa Dhanu has more than a decade‘s experience and has worked as senior manager-Consumer Insights – Star India. She also has had a successful stint in UTV, Carat Media Services Ogilvy & Mather, MTV India, Zenith Optimedia, Initiative Media, and CSRIdentity.com where she has been instrumental in handling Research & Strategy for them.
Allied Media GM Strategy Shilpa Dhanu added, “I am really excited to join Allied Media and work on multinational brands and be an active part in their communication strategy. Allied Media has been in a forefront in charting out effective media mix for all their clients. This opportunity comes at an interesting juncture in my career.”
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.
