The Business Bytes
TBB BUREAU
CHENNAI, MAR 26, 2024
Eurogrip Tyres, India’s leading 2 & 3-wheeler tyre brand, has launched a comprehensive brand campaign focusing on the superior grip of Eurogrip tyres.
The campaign highlights ad films featuring M S Dhoni and his CSK team members, Deepak Chahar and Ruturaj Gaikwad, engaged in light-hearted banter drawing parallels between grip while playing cricket and the grip of tyres on the road. The film emphasizes Eurogrip’s stronger grip compared to other tyres, with M S Dhoni underscoring its superior grip for solid turns. The CSK stars also provide road safety tips for viewers, including following traffic rules, wearing a helmet, ensuring tyres are in good condition, and having the bike serviced regularly. M S Dhoni urges viewers to opt for Eurogrip tyres for superior grip.
Sharing details about the campaign, P Madhavan, EVP, Marketing and Sales, TVS Srichakra Ltd, said, “It is the third year of our association with Chennai Super Kings as the principal sponsor, and we are just as excited as the fans to be a part of the 2024 IPL extravaganza. This year, we have focused on building EUROGRIP as a strong global consumer brand, and our campaign is in line with the same. Our ad films highlight the superior grip of our tyres, an extremely important attribute for safety on the road. Eurogrip, just like CSK, is synonymous with high performance. Our continued association has been benefiting both partners.”
The new campaign positions Eurogrip as a youthful, vibrant, and dependable brand that resonates with millennial and Gen Z Indian riders. The ads, with a focus on the tyres’ superior grip, have gone live from 22nd March 2024 on television and digital media. A series of on-air and on-ground activations have been planned across social media, traditional media, outdoor, and point of sale.
