MAM
MRUC puts the ball in RSCI court; INS sticks to its 24-hour ultimatum
MUMBAI/NEW DELHI: The last couple of days have been a nail-biting one for everyone having an interest in the Indian Readership Survey. From the time the IRS 2013 was made public, publishers of newspapers and magazines have gone through a lot of turmoil because of the data provided.
As claimed by many, IRS 2013 has a lot of anomalies and hence, after a meeting on Monday, the Indian Newspaper Society (INS) gave an ultimatum to Media Research Users Council (MRUC) to withdraw IRS 2013 within 24 hours or else face its rejection by publishers.
MRUC today held an emergency meeting to decide on how to respond to the ultimatum by INS. After the meeting, MRUC issued a statement saying it cannot unilaterally decide on the withdrawal the latest readership survey.
The Readership Studies Council of India (RSCI), a joint body of MRUC and the Audit Bureau of Circulation (ABC), has called for a meeting on 19 February before any further decision is taken.
“Unlike three years ago, MRUC no longer can take a decision on its own. RSCI will take a final call now,” says IRS Technical Committee Chairman Paritosh Joshi.
The members of MRUC unanimously voiced their opinion on the findings. They said decided aspects of the study will be placed before the RSCI to help the broader community of stakeholders convince themselves about the study’s robustness and integrity. The IRS 2013 was contracted to Nielsen.
Joshi feels that a new methodology was used for IRS 2013, which could have caused some confusion amongst the stakeholders and that they will need time to understand not only the findings but also the methodology which has gone into it.
The MRUC statement said IRS 2013 cannot be compared with past readership surveys and that the findings are based on the latest census data. It also goes on to say that the study design includes a margin of error.
INS continues to stick to its 24-hour ultimatum given on Monday, 3 January, according to INS newsprint committee chairman Mohit Jain.
Jain told indiantelevision.com, “The report submitted by MRUC (today) has been considered in-depth and the members (of INS) have taken a decision to collectively to reject it.”
INS members were still in a meeting on the issue at the time of filing the story.
Click here to read MRUC’s statement
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.
