Chennai: TVS Eurogrip, India’s leading two- and three-wheeler tyre brand, has launched an integrated marketing campaign that highlights the brand’s wide range of tyres designed for a country full of turns. The campaign pays tribute to the resilience of India’s two-wheeler riders who continue to place their trust in the company and its products.
The campaign stems from a powerful consumer insight: whether seasoned bikers or daily commuters, all riders face moments of uncertainty while riding, especially when taking a turn. That is when tyres play a crucial role in providing safety and confidence. Positioned as The Bike Tyre Specialist, TVS Eurogrip offers a comprehensive range of tyres that enable riders to take on every turn with assurance.
The new ad film captures the many “turns” an Indian rider encounters — from natural curves in hilly terrains and winding highways to sudden diversions, narrow lanes, and unexpected obstacles. With engaging storytelling and humor, the film reflects the everyday riding experiences across India, while celebrating the charm of the country’s diverse landscapes.
Mr. P. Madhavan, EVP – Sales & Marketing, TVS Srichakra Limited, said:
“Staying true to our mission of providing new-age millennial riders with specialist tyre technology, we picked an insight that resonates universally. Indian riders face countless twists and turns, both expected and unforeseen. Through this campaign, we showcase how our tyres empower riders with confidence and assurance on every road.”
Mr. Rajiv Chatterjee, Chief Business Officer – Tilt Brand Solutions, added:
“Our research revealed that the ‘moment of truth’ for riders often comes at a turn. It is one of the rare moments when they consciously think about their tyres. We wanted TVS Eurogrip to own this moment and deliver a benefit that is not just functional but also culturally relevant.”
Through this campaign, TVS Eurogrip reinforces its brand promise of providing reliable, performance-driven tyres that give riders the freedom to navigate India’s roads with confidence.
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