MAM
BKT Tyres launches ‘Elevate Your Drive’ campaign with Ranveer Singh
TV led multimedia campaign marks BKT’s entry into India’s on highway tyre market.
MUMBAI: When ambition meets asphalt, the road suddenly looks a lot wider. BKT Tyres has rolled out a new brand campaign titled ‘Elevate Your Drive’, fronted by actor Ranveer Singh, as the company formally enters India’s on highway tyre market. The television led multimedia campaign introduces the brand’s core consumer proposition built around confidence, progress and performance on the road.
At the heart of the campaign lies a simple human insight: while most people aspire to move ahead in life, uncertainty and self doubt often slow their journey. Replace doubt with confidence, the brand argues, and every drive becomes a step towards something bigger.
The campaign film features Ranveer Singh appearing as himself, reflecting the spirit of ambition and forward momentum. Through a voiceover, he threads together stories of individuals from different walks of life, capturing their journeys from good to great and from ordinary to extraordinary.
Alongside the visual storytelling, the campaign also introduces a new sonic identity for the brand, designed to help BKT build recall across platforms through a distinctive audio signature that echoes the idea of elevation.
BKT, chief marketing officer India Mahesh Koppad said the campaign aims to position the brand with a clear purpose as it expands its presence in the Indian consumer segment.
“With ‘Elevate Your Drive’, we are positioning BKT Tyres for Indian consumers and our channel partners with a meaningful purpose. Mobility is about empowering progress in a market where consumers seek reliability, performance and meaning from the brands they choose. Our ambition is to enable every Indian vehicle owner to move forward with confidence,” he said.
Expereal co founder Avik Chattopadhyay who worked on the brand strategy for India, noted that entering the consumer tyre segment requires a strong focus on purpose and positioning.
“The best way for an off highway specialist brand to enter the consumer segment is to adopt a deeply customer centric approach to purpose, promise and positioning. BKT Tyres aims to enhance every vehicle owner’s progress and driving delight by creating an ecosystem that empowers individuals to move ahead with confidence,” he said.
The creative campaign was conceptualised and executed by Infectious Advertising. The film was produced in collaboration with Mangata Films and Prachar Communications.
Infectious, creative chairman and managing partner Ramanuj Shastry said the idea behind the campaign was to capture the relentless human pursuit of improvement.
“The journey from good to better never really ends. For some, victory is the destination, but for the truly great it is only a pitstop. BKT Tyres ensures that when the human spirit wants to go further, the road does not hold it back,” he said.
With the ‘Elevate Your Drive’ campaign rolling out across a high reach media mix, BKT Tyres is looking to build early visibility and connect with Indian consumers as it accelerates into the on highway market.
Brands
Nodwin Gaming appoints Sonal Varma as global director of live events
Former Comic Con India VP to scale global gaming and pop culture experiences
MUMBAI: Nodwin Gaming has appointed Sonal Varma as global director of live events, bringing on board a seasoned architect of fan communities as the company accelerates its global push in gaming, esports and youth culture.
Varma steps into the role with more than 15 years of experience creating large-scale fan experiences and cultural platforms. She is best known for her long stint at Comic Con India, where she most recently served as vice president and helped transform the convention into one of the country’s most recognisable pop culture gatherings.
At Nodwin Gaming, Varma will lead the strategy, design and execution of the company’s global live event initiatives. Her mandate includes expanding flagship intellectual properties and developing new formats that bring gaming communities together across emerging markets.
Over the years, Varma has been closely associated with building and scaling community-led events such as Comic Con India, Geekly and the Indian Cosplay Championship. Her work has focused on turning niche fandoms into thriving cultural ecosystems by blending entertainment, creator culture and brand partnerships.
Her appointment comes at a time when Nodwin Gaming is expanding its international events footprint through properties such as DreamHack India, NH7 Weekender, Comic Con India and the Battlegrounds Mobile India Series. The company has also been growing its presence across Asia, Europe, the Middle East and Africa through esports tournaments, gaming festivals and fan conventions.
Nodwin Gaming co-founder and managing director Akshat Rathee, said Varma’s experience in building fan-centric platforms would play a key role in the company’s next phase of growth.
“Sonal brings a deep understanding of how live experiences can bring communities together around gaming and pop culture. As we expand our global live events footprint, her experience will help us create experiences that feel authentic and meaningful for audiences across markets,” he said.
Varma said the scale of opportunity at Nodwin Gaming made the move particularly exciting.
“Joining Nodwin Gaming at this moment feels incredibly exciting because the canvas is so large. There are new audiences, new markets and new formats waiting to be explored. I’m looking forward to working with teams across the network to create live experiences that celebrate gaming culture while staying rooted in the communities that power it,” she said.
Over the past few years, Nodwin Gaming has built an ecosystem that stretches across competitive gaming, creator communities, music festivals and youth culture platforms. With Varma now leading global live events, the company is looking to further expand its flagship properties while experimenting with new formats that blend gaming, entertainment and fandom for audiences around the world.
