BKT launches ‘Elevate Your Drive’ campaign for its consumer tyre market foray

By Amit Jangra | Published Date : March 16, 2026

BKT Tyres launches “Elevate Your Drive” campaign with Ranveer Singh, entering the consumer market for trucks, buses, mini trucks and pickups across India.

Balkrishna Industries Limited, popular for off-road tyres, has now entered India’s consumer tyre market. The company announced a new campaign called “Elevate Your Drive”. Actor Ranveer Singh is the face of this campaign.

For long, BKT was mostly known for tyres used in agriculture and construction. Now, it wants to serve vehicles on highways like trucks, buses, mini trucks and pickups.

Investment For Consumer Tyres

Table of Contents

1. Investment For Consumer Tyres

2. Meaning Behind ‘Elevate Your Drive’

3. How The Campaign Was Made

4. BKT Brings Experience To Highway Tyres

5. What BKT Says

6. Future Plans

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In February, BKT said it will invest ₹3,500 crore to grow its consumer tyre business in India. This shows they are serious about reaching more vehicle owners. The company wants to make strong, durable tyres for highway vehicles.

Meaning Behind ‘Elevate Your Drive’

The campaign is about confidence and better journeys. BKT wants to show that good tyres can make trips easier and more reliable. Even ordinary drives can feel special when the vehicle has good tyres.

The campaign will run on TV and other media like digital and print. It aims to reach drivers, fleet owners and small business users of trucks, buses, mini trucks and pickups.

How The Campaign Was Made

The campaign is created by Infectious Advertising. They focused on human stories and BKT’s tyre engineering. The film was produced with Mangata Films and Prachar Communications. Expereal helped in planning the brand strategy for India.

BKT Brings Experience To Highway Tyres

BKT has a strong history in off-highway tyres. Now they are using this experience for on-road vehicles. Their tyres are made to be strong, reliable and able to handle heavy daily use.

What BKT Says

Mahesh Koppad, CMO India, said the campaign helps BKT connect with both consumers and channel partners. They want people to know about the new tyres and try them.

Future Plans

The “Elevate Your Drive” campaign is more than marketing. It shows BKT wants to grow fast in India’s highway tyre market. With this, more drivers of trucks, buses, mini trucks and pickups can use durable and trustworthy tyres for their daily drives.

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Frequently Asked Questions on Commercial Vehicles

1. Who is the face of BKT’s new campaign?

Ans: Actor Ranveer Singh represents the “Elevate Your Drive” campaign for BKT Tyres in India.

2. What vehicles is BKT targeting with this campaign?

Ans: The campaign targets trucks, buses, mini trucks and pickups used for on-road transport and daily delivery work.

3. How much is BKT investing in the consumer tyre market?

Ans: BKT announced an investment of ₹3,500 crore to expand its consumer tyre business in India.

4. What is the main purpose of the campaign?

Ans: The campaign focuses on building confidence, promoting durable tyres and connecting with consumers and fleet owners for everyday drives.

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