MAM
Pulp Strategy Communications wins Gold at 29th MAA Worldwide Globe Awards
MUMBAI: Pulp Strategy Communications, a multi-award-winning full service agency in the realm of experiential, digital and interactive marketing, has won the Gold award for best long term loyalty and relationship marketing at the 29th MAA Worldwide GLOBE Awards.
The agency won the award for its campaign named ‘EMC Transformation Coach’ for the client EMC India. It is the only agency from India to have bagged an award at the event this year. Distinguished Russian agencies viz. Icon integrated contact, Coral: Promo and e:mg garnered the silver, bronze and certificate of merit respectively in the same category.
Pulp Strategy Communications spokesperson said that winning the award is definitely the ultimate kind of recognition for the EMC campaign. It gives the agency’s creative mettle great impetus to know that its campaigns are impacting the globally dynamic realm of marketing. “This has fuelled our enthusiasm and determination to continue doing profound work that hits the right note universally. A big pat on the back goes out to Anant Dugar and his team for their awesome effort in bringing this campaign to fruition,” the spokesperson said.
MAA Worldwide and GLOBE Awards Chair president Aldo Cundari added, “This year was a robust exhibit of global top caliber entries from agencies in over 30 countries worldwide. Truly a source of inspiration and insight for brand marketers around the world! It was exciting to see some of the groundbreaking ideas and campaigns coming out of some new and emerging markets.”
Cundari further congratulated all the Award winners and said, “You truly exhibit the best in marketing and once again, have produced outstanding work. A special acknowledgment and sincere gratitude to the over 130 judges for their hard work and dedication to making the Globes one of the best awards in the world.”
The MAAW Globe Awards recognizes the very “Best of the Best” in marketing campaigns executed globally with association partners: CAMPRO from Argentina, AMPRO from Brazil, CAPMA and CMA from Canada, the JPM Awards from Japan, the Silver Mercury’s from Russia and Ukraine, the IPM Awards from the UK and the BAA REGGIE Awards from the USA.
The event received entries from India, Israel, China, Australia, New Zealand and Ireland. Including the Best of the Best, 90 Gold, Silver, Bronze and Certificate of Merit awards were presented in 25 Categories at the prestigious event.
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.
