Ad Campaigns
Eurogrip Tyres uses clever wordplay and MS Dhoni’s charm in IPL 2024 brand campaign
Mumbai: Eurogrip Tyres, a 2 & 3-wheeler tyre brand, has launched a comprehensive brand campaign focussing on the superior grip of Eurogrip tyres.
The campaign highlights are ad films where M S Dhoni and his CSK team members, Deepak Chahar and Ruturaj Gaikwad are seen in light-hearted banter drawing parallels between grip while playing cricket and grip of tyres on the road. The film talks about Eurogrip’s stronger grip as compared to other tyres and M S Dhoni emphasizes its superior grip for solid turns. He and other CSK stars give road safety tips for viewers that include following traffic rules, wearing a helmet, ensuring tyres are in good condition and having the bike serviced regularly. M S Dhoni urges viewers to get Eurogrip tyres for superior grip.
Sharing details about the campaign, TVS Srichakra Ltd EVP, marketing and sales P Madhavan said, “It is the third year of our association with Chennai Super Kings as principal sponsor and we are just as excited as the fans to be a part of the 2024 IPL extravaganza. This year, we have focused on building EUROGRIP as a strong global consumer brand and our campaign is in line with the same. Our ad films highlight the superior grip of our tyres, an extremely important attribute for safety on the road. Eurogrip, just like CSK, is synonymous with high performance. Our continued association has been benefitting both partners.”
The new campaign positions Eurogrip as a youthful, vibrant and dependable brand that resonates with the millennial and Gen Z Indian riders. The ads with focus on the tyres’ superior grip have gone live from 22 March 2024 in television and digital media. A series of on-air and on-ground activations have been planned across social media, traditional media, outdoor and point of sale.
Creative Agency: Tilt Brand Solutions
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
