MAM
BKT appoints Infectious Advertising as creative & digital partner
Tyre maker shifts focus to On-Highway segment with new brand narrative in India.
MUMBAI: BKT just rolled out a fresh creative tyre-kick because when your brand wants to hit the highway, you need an agency that can steer the story straight. Balkrishna Industries Limited (BKT), the Mumbai-based multinational tyre manufacturer renowned globally for its Off-Highway Tyres (OHT) in agriculture, mining, construction and infrastructure, has appointed Infectious Advertising as its integrated creative and digital agency for India.
The mandate covers both mainline and digital for BKT’s tyre business in the country, including its established OHT portfolio and the newly launched On-Highway tyre range. Infectious will craft a contemporary brand narrative that translates BKT’s global legacy of performance, quality and reliability into emotional resonance with Indian consumers.
Infectious Advertising co-founder & CEO Nisha Singhania said, “It’s a huge honour to be chosen as a partner as BKT moves into the On-Highway tyre space. This is a pivotal moment for the brand, and we’re thrilled to be chosen as a brand custodian at this inflection point.”
BKT chief marketing officer for India Mahesh Koppad added, “Following a rigorous multi-agency pitch process, we chose a partner that truly understands our ambition to transform BKT from a performance-led brand into a powerful purpose-led consumer brand. As we launch the new brand purpose ‘Elevate Your Drive’, our focus is on building deeper connections with consumers.”
Infectious Advertising co-founder & creative chairman Ramanuj Shastry noted, “We look forward to creating exciting work that helps the brand earn a place in the hearts of Indian consumers. We will use our integrated mainline and digital mandate to build a brand that is rooted in performance yet powered by culture.”
The appointment comes as BKT accelerates its push into the On-Highway segment in India, aiming to blend its international pedigree with local relevance. For a brand built on tough terrain, teaming up with Infectious feels like fitting the perfect tyre for the long Indian highway ahead gripping every turn with style and substance.
MUMBAI: In India’s fast-moving payments race, Visa has just swiped in a new leader. The company has named Suresh Sethi as its India country head, marking a key leadership shift as it sharpens its focus on digital payments growth in the market. Sethi steps into the role following his recent exit from Protean eGov Technologies, where he served as chief executive officer. He succeeds Sandeep Ghosh, who has moved on after more than four years at Visa to pursue an external opportunity.
The appointment comes at a time when Visa is doubling down on its expansion strategy across India and the wider region, deepening partnerships and accelerating adoption in an increasingly competitive digital payments ecosystem.
Sethi brings with him a broad, cross-market perspective shaped by decades of experience across corporate banking, retail financial services, mobile money and large-scale government technology initiatives. He began his career at Citigroup, where he spent 14 years working across India, Africa, South America and the United States, focusing on transaction banking services within the corporate bank.
His appointment signals a blend of institutional experience and market familiarity qualities that could prove critical as Visa navigates a landscape where fintech innovation, regulatory evolution and consumer adoption are all accelerating at once.
As digital payments in India continue to scale rapidly, the leadership change underscores a simple reality, in a market where every tap, scan and swipe counts, who leads the charge can matter just as much as the technology itself.
