MAM
Tata Nelco dons new brand identity
MUMBAI: Tata Group‘s Nelco has undergone changes to unveil a new brand identity.
Nelco is metamorphosing into a new and dynamic enterprise. It has redefined its goals, signaling the arrival of a new era in the history of this respectable enterprise, the company said.The new identity aims to stir up Nelco‘s market presence.
The old logo was ‘Nelco‘ written in upper case with blue background. The new logo of the company has Nelco written in lower case with an ‘open circle‘ on upper right hand side. According to the company, the circle represents the company‘s new brand positioning of helping its clients unlock potential.
MerryMen, a Mumbai-based creative agency, has done the creatives of the new logo.
Nelco CEO P J Nath said, “The redefinition of Nelco‘s brand identity is not just an external logo change; it is a transformation in the attitude of the organisation. Nelco now consolidates its presence with an objective to give its customers a clear understanding of its offerings in various business areas, all under one roof.”
Nelco was established in 1940 to manufacture consumer electronic products for the Indian market. It is focused on system integration, automation and product management solutions for industrial controls, power electronics, defence electronics and VSAT networks. It caters to industries such as defence, railways, steel, cement, automobile, oil and gas, paper and ceramics.
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.
