MAM
APAC Effie Awards appoints Bhasin & Burge as heads of jury
MUMBAI: Asia Pacific Effie Awards, the region’s symbol of marketing effectiveness excellence, has named the first two heads of jury – Ashish Bhasin and Jean-Paul Burge.
Ashish Bhasin is the chairman & CEO Dentsu Aegis Network South Asia and chairman Posterscope and MKTG – Asia Pacific. He is also a member of the Dentsu Aegis Network Asia Pacific Executive Board. A well-known personality in the Advertising & Media industry in Asia Pacific for the past 29 years, Ashish has built the Dentsu Aegis Network in India from a 50 member team to a 3000 member powerhouse.
Prior to this, Ashish successfully led and set up several of Lintas India’s (IPG) businesses and also had the global role of Executive Vice President, Lowe Worldwide and Asia Regional Director for Integrated Marketing.
His leadership and contributions are apparent from the multiple awards he has received, such as the Campaign Asia – South Asia Agency Head of the Year award 2016 and 2015 and MXM’s Media Person of the Year- 2016. As a veteran in the industry, Ashish has also served on global juries and trade bodies in India.
Ashish shared “It gives me a great opportunity to see some of the best work around the region, across markets as well as to interact with some of the best minds in our business.”
Jean-Paul Burge is the Chairman and CEO of BBDO Asia. Jean-Paul began his career at JWT London in 1998 and joined BBDO in 2004. Over the past seventeen years he has worked in London, Bangkok, Amsterdam, Hong Kong and Singapore.
In 2007 he was appointed as the managing director of BBDO and Proximity Singapore, and was subsequently promoted to Chief Executive Officer in October 2008 and to President South East Asia in 2010. Jean-Paul has led BBDO to become the most awarded network for creativity and for effectiveness in the region, including the APAC Network of the Year in the Effie Global Index. Many of the BBDO Asia offices are also leaders in their respective markets, creating award-winning advertising and brand communications solutions for clients including HP, Exxon, FedEx, Guinness, Pepsi, Johnson & Johnson, DaimlerChrysler and Fonterra.
“There is no part of our business that is going unchanged, more touch points, more data, less money and more scrutiny on all that can be scrutinised. What does however continue to separate success from failure is effectiveness. Creative work that is not effective is not creative and as we say at BBDO in the absence of great work nothing else matters,” Jean-Paul commented.
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.
