MAM
IBD India to handle Pure Home+Living’s brand & creative services
MUMBAI: Pure – Home+Living, the retail brand of DLF Brands, has roped in IBD India, a Percept Hukuhodo Company to handle their brand and creative services.
The size of the business is estimated to be between 80-100 million.
The brand had called for a multi-agency pitch wherein the brief constituted of establishing Pure – Home + Living, as amongst the leading players of contemporary home furniture and accessories brand in the Indian home fashion industry and lifestyle accessories.
DLF Brands head marketing Ambika Nair said, “It was the agency‘s in-depth understanding of the market and their overall business approach towards our brand that assured us that they understood our goals. Therefore we see this development in sync with the company‘s plans to focus on growing its business in the Indian market.”
IBD India will work on the strategy and creative deliverables of Pure- Home + Living. To start with, IBD will be focusing on launching Pure – Home + Living and making it a preferred brand in the Home Décor space.
IBD India COO Jyotsna Chauhan added, “The focus is to break the clutter and create a differentiated positioning for Pure. Giving the new age men and women, the power to “Refine, Express and Match” their life‘s aspirations. Our campaign aims at extending the essence of Pure to match the changing needs across genders and tastes.”
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.
