MAM
Madison Digital wins the digital duties of ETS
MUMBAI: Madison Digital, a unit of Madison Media, has won the digital duties of ETS for the TOEFL iBT brand, including its home edition. It was awarded the account in a multi-agency pitch.
ETS provides innovative and meaningful measurement solutions that improve teaching and learning, expand educational opportunities, and inform policy. 50 million tests are administered and scored in more than 180 countries.
“We look forward to working with Madison Digital to provide test-takers in India with important information about the many convenient ways to take TOEFL iBT tests,” said ETS’s TOEFL program executive director Srikant Gopal, “Madison Digital will help us to expand opportunities for test-takers to ensure that they can continue their educational and professional journeys during these challenging times and beyond.”
Madison Digital chief digital officer Vishal Chinchankar said, “TOEFL iBT provides a distinct advantage for test-takers to stand out in confidence to admission officers. We’re glad to work with ETS and the TOEFL iBT brand to help test takers unlock their full potential.”
Madison Digital handles some of the biggest clients which include Marico, Asian Paints, Viacom 18, Godrej Properties, Pidilite, CEAT, Blue Star, McDonald’s, Tata Chemicals, Crompton, Indian Oil, Snapdeal, Piramal Healthcare, Honda 2 wheelers, Fabrento, Indiabulls, and many others.
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.
