MAM
Coal India empanels 4 agencies to handle creative biz
MUMBAI: Coal India Limited (CIL) has empanelled four agencies to handle the creative duties of the company following a multi-agency pitch.
The account size is pegged at Rs 100-120 million, according to a source.
Out of the four agencies, two have won the account and two have retained the account. R K Swamy BBDO and Inter Publicity are the new agencies that have been roped in and have replaced Ogilvy and Grey. Meanwhile, Sobhagya Advertising and DDB Mudra have retained the account.
CIL is organised state-owned coal mining corporate that came into being in November 1975 with the government taking over private coal mines. It is a holding company with seven wholly owned coal producing subsidiary companies and one mine planning and consultancy company. It encompasses the whole gamut of identification of coal reserves, detailed exploration followed by design and implementation and optimising operations for coal extraction in its mines.
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.
