MAM
WPP partners with Ukrainian govt to support economic recovery
Mumbai: Creative transformation company WPP and the Ukrainian government established a cooperation to entice investment and support Ukraine’s economic recovery.
Ukraine minister of culture and information policy Oleksandr Tkachenko discussed the forthcoming campaign in a session with WPP CEO Mark Read at the Cannes Lions International Festival of Creativity.
WPP agencies from Ukraine, Poland and Czech Republic will work with the minister and his government colleagues on ‘Advantage Ukraine’ to demonstrate that Ukraine is open for business. The initiative will target business leaders within the region and across the world to encourage inward investment to support the economic recovery of the country.
The wider programme will showcase the variety of talent and expertise in Ukraine across sectors including agriculture, technology, education and the creative industries and its huge potential for commercial investment.
Tkachenko said, “I’m pleased to announce our partnership with WPP on our new ‘Advantage Ukraine’ initiative that will create the right conditions for inward investment and create attractive opportunities for visionary business leaders and investors. We want the world to know that Ukraine is still open for business and has the potential to be a key cultural and digital technology European hub.”
Read said, “We are very proud to be able to support Ukraine directly through this campaign. Creativity has the power not only to solve commercial problems but to address some of the biggest issues we face. WPP’s partnership with the Ukrainian government will aim to do both – underlining the enormous commercial potential of the country while supporting the economic recovery essential to rebuilding Ukrainian social and cultural life and ensuring a positive future for its citizens.”
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.
