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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.
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Paramount set to acquire Warner Bros. Discovery in $81 billion deal
Shareholders back merger, combined entity could reshape streaming and studios.
MUMBAI: Lights, camera… consolidation, Hollywood’s latest blockbuster might be happening off-screen. Shareholders of Warner Bros. Discovery have voted in favour of selling the company to Paramount in a deal valued at $81 billion rising to nearly $111 billion including debt setting the stage for one of the biggest shake-ups in modern media. The proposed merger, still subject to regulatory approvals, would bring together a vast portfolio spanning HBO Max, CNN, and franchises such as Harry Potter under the same umbrella as Paramount’s own heavyweights, including Top Gun and CBS.
At the heart of the deal is streaming scale. Executives have indicated plans to combine HBO Max and Paramount+ into a single platform, potentially creating a stronger challenger to giants like Netflix and Amazon’s Prime Video. Current market data suggests HBO Max holds around 12 per cent of US on-demand subscriptions, compared to Paramount+’s 3 per cent, together still trailing Netflix’s 19 per cent and Disney’s combined 27 per cent via Disney+ and Hulu.
Paramount CEO David Ellison has signalled that while platforms may merge, HBO’s creative identity will remain intact, stating the brand should “stay HBO” even within a broader ecosystem.
Beyond streaming, the deal would redraw the map for film production. Combining two of Hollywood’s oldest studios Paramount Pictures and Warner Bros., the new entity aims to scale output to over 30 films annually, while maintaining a 45-day theatrical window. Warner Bros. currently commands around 21 per cent of the US box office, compared to Paramount’s 6 per cent, underscoring the strategic weight of the acquisition.
But scale comes with scrutiny. Critics warn that fewer players could mean reduced consumer choice, rising subscription costs, and potential job cuts as the combined company looks to streamline overlapping operations while managing billions in debt.
The news business, too, faces a reset. CNN would join forces at least structurally with Paramount-owned CBS, raising questions about editorial independence and positioning. The merger has already drawn political attention in the United States, particularly given perceived ties between the Ellison family and Donald Trump, though the company maintains that newsroom autonomy will be preserved.
If approved, the deal would mark another milestone in Hollywood’s consolidation wave shrinking the industry’s traditional “big six” studios to a “big four”, with Paramount joining Disney, Universal, and Sony at the top table.
In an industry built on storytelling, this merger may well become its most consequential plot twist yet.
