Ad Campaigns
TVS Eurogrip’s new marketing campaign positions the brand as ‘The Bike Tyre Specialist’
MUMBAI: TVS Srichakra Limited, India’s leading 2 &3-wheeler tyre company, rolled out its new marketing campaign building on the ethos of its new brand TVS Eurogrip that was recently launched.The campaign includes a new brand film that accentuates the USP of the brand as a range of specialist high performance bike tyres. The TVC has been conceptualized and directed by R. Balki, one of India’s highly acclaimed filmmakers. The film highlights innovation, superior quality and high performance as key brand values.The TVC isyouthfulandcrafted to connect with the millennials.
Commenting on the launch Mr. P. Madhavan, EVP – Sales & Marketing, TVS Srichakra Limited, said, “As specialists in the bike tyre domain, we are geared to lead our customers into the future of riding, with our range of technologically advanced and high performance TVS Eurogrip tyres. The new brand has a sporty and vibrant visual identity that connotes innovation, superior quality and high performance. The launch involves a high decibel 360 degree marketing campaign with TV, Digital and on ground activations. The new brand film highlights the long lasting performance and technology behindTVS Eurogrip.”
The brand film is built on the fundamental insight that bikes are the only vehicles that do not have a stepney / back up tyre. It hence highlights the need for the rider to be sure of his bike’s tyres. TVS Eurogripsatiates this need as The Bike Tyre Specialist with built in backup technology.The TVCalso talks about the newtechnological features of the tyres. The “Stepney on Bikes…you must be joking” campaign idea has been seeing a lot of chatter in the digital space.
Speaking about the new ad film, R. Balki said, “It was fun being seriously involved in a brand from the start again…talking to the marketing and technical teams, arriving at a proposition and a storyline. I normally try and avoid shooting ad films but I ended up having a blast filming this. I had the full support and understanding of the marketing team and alsoshot a few impromptu ideas. And for me ‘Bikes don’t have a Stepney and therefore the tyres have to be road proof’ was a simple powerful thought. All I had to make sure was that my other role in this campaign, as a film maker, was to capture this thought as well, and as simply as possible.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
