Cheil India's latest TV campaign for JK Tyre honours the essence that brings all Indians together

Cheil India’s new TVC for JK Tyre is a showcase of the entire range of products from the brand and its commitment to cater to the varied tyre needs of Indian consumers. It is a communication that is anchored in an anthemic song sung by Mohit Chauhan with lyrics penned down by Amit Gujral, CMO, JK Tyre.

JK Tyre is one of the largest tyre manufacturers in India, making tyres for a range of vehicles like premium passenger cars, SUVs, two-wheelers, farm vehicles, trucks, buses, etc.

“The agency presented several routes, but one insight resonated with the collective team very strongly. In this age where we are all becoming individual islands, it is the roads that keep us connected with each other. Running from the north most tip of India to the last bend down the south, roads are a force of connection across India. And thus was born the idea: India meets India,” says Neeraj Bassi, chief growth officer, Cheil India.

“Our insight about JK tyres enabling human connections was strong. So staying true to the brand’s ‘Desh ka tyre’ positioning, we decided to make a grand film which evokes a sense of pride in every Indian. Through our protagonist riding across the length and breadth of the country, we showcased the entire range of JK tyres rolling through diverse landscapes of India. On the way he has heart-warming interactions with people across various regions. These moments, along with the soulful track sung by Mohit Chauhan, drive the emotional connect of the film,” says Amit Nandwani, national creative director, Cheil India.

To make this narrative tug at the heart of every Indian, the brand roped in director Bharatbala, who is renowned for taking India to the world through his vision over the years and continues to do so even today and overlaid it with an anthemic track sung by Mohit Chauhan.

Credits

Agency: Cheil India 

Chief Operating Officer: Sanjeev Jasani 

Chief Creative Officer: Vikash Chemjong 

Chief Growth Officer: Neeraj Bassi 

National Creative Director: Amit Nandwani 

Vice President, Head of Operations: Kanika

Creative team: Jitendra Kumar Kaushik, Devdas Nair, Suryansh Sharma

Account Management Team: Paras Anil Sunneja, Navita Johari, and Harsh Girdhar