MAM
Tribes backs TRIOOH with strategic investment to turbocharge OOH play
New Delhi: Tribes Communications is doubling down on out-of-home advertising, taking a strategic stake in TRIOOH as it chases scale, sharper tech and a bigger slice of India’s fast-evolving media market.
The investment brings together one of India’s most awarded integrated agencies and a rising, technology-driven OOH specialist, in a bid to deliver broader reach, smarter targeting and more measurable impact for brands.
Tribes, which works with more than 450 brands and clocks annual capitalised billings of over Rs 1000+ crore, has been building an expansive marketing ecosystem across channels. The TRIOOH deal adds muscle to its omni-channel offering and tightens its grip on the communications market.
Gour Gupta, chairman at Tribes Communications, called the move a growth play with a technology edge. “I am delighted to welcome TRIOOH to the Tribes family and look forward to building a powerful growth journey together. We continue to deliver best-in-class tech solutions at scale and constantly invest in strengthening our capabilities. Our investment in TRIOOH is a strategic step toward expanding our OOH and experiential footprint. Anuj and his team at TRIOOH bring strong technology-led innovation, execution excellence and a marquee client base, and are a strong cultural fit for us at Tribes. Together, we will be able to offer our clients more integrated, data-driven and scalable tech solutions,” he said.
TRIOOH arrives with a client list that includes Meta, Qualcomm, VinFast, Bharat Taxi, Snabbit and other global and high-growth brands. Its campaigns blend traditional formats with digital and data-enabled OOH across markets.
The pitch is complementary. Tribes brings brand strategy, media planning, creative and experiential firepower. TRIOOH adds execution depth and next-generation OOH products. The combined offer promises reach, creativity, data intelligence and on-ground delivery in one package.
Anuj Bhandari, founder and ceo at TRIOOH, framed the deal as a step-change moment. “This partnership with Tribes marks a transformative milestone for TRIOOH. Tribes’ stature as India’s most awarded integrated communications agency, its expansive client relationships and national footprint, combined with Gour’s vision and leadership provide us the ideal platform to scale rapidly. Together, we will deliver smarter, more innovative and highly measurable OOH solutions for brands,” he said.
Jasmeet Singh, co-founder at TRIOOH, pointed to a structural shift in the medium. “OOH is rapidly evolving from static visibility to intelligent, data-led impact. This partnership allows us to accelerate that shift at scale, combining TRIOOH’s technology-first OOH capabilities with Tribes’ integrated strategic and creative strength to build truly outcome-driven brand experiences,” he said.
A key selling point for TRIOOH is its technology stack. The firm has pushed digital screens, programmatic OOH buying, real-time campaign monitoring, audience analytics, geo-targeting and dynamic content optimisation. Plugged into Tribes’ data, media and creative systems, those tools aim to give advertisers tighter targeting, greater transparency and clearer returns.
The tie-up creates synergies across strategy, planning, technology, creativity and execution. Tribes’ clients gain access to specialised OOH tools, while TRIOOH taps into a large client network and integrated capabilities.
The deal also signals Tribes’ appetite for partnerships that expand its ecosystem. The agency positions itself as a $100+ million integrated marketing communications group spanning OOH, experiential, events, digital, rural and retail solutions, sports marketing and celebrity management. It counts 600+ awards, 450+ active clients and 17 offices nationwide.
TRIOOH, for its part, sells itself as an end-to-end OOH player covering planning, buying, execution and event solutions, with a focus on partnerships and data-led planning. It is also in talks for further strategic investments from larger agency groups as it looks to cement its position as a future-ready OOH player.
In a market where outdoor media is turning digital, data-rich and accountable, both firms are betting that scale plus software will win. The billboards are getting smarter and the race for eyeballs is moving outdoors at full speed.
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.
