MUMBAI: Dentsu One, the creative agency from Dentsu Aegis Network, has rolled out a new campaign for JK Tyre’s two wheeler tyre range, Blaze.

The campaign takes forward JK Tyre’s equity of ‘Total Control’ and further strengthens it by combining the communication with a strong consumer insight. The tagline, ‘Ab se tyres mein sirf JK is OK’ arrives from the above insight and re-assures the consumer that when it comes to tyres, JK Tyre's Blaze is the right choice.

The film is based on real insights taken from the people of India and the ‘It’s OK yaar (friend)!’ attitude that is prevalent amongst these consumers when it comes to choosing a tyre for their bikes. While bikers ride through so many challenges on road – ranging from bad roads to potholes to sharp turns to slippery roads to accident prone areas - they do not care about the tyres that they ride on. The film highlights such challenges and enforces that ‘It’s not OK’ to have ignorant attitude towards their bike’s tyres as the safety of the individual and his family rests on the tyres being used. The film then introduces JK Tyre's Blaze variant, which is racetrack tested with hybrid technology and ensures that one gets 'Total Control' on the road.

Commenting on the campaign, Titus Upputuru, National Creative Director, Dentsu One said, "Like the line in the film says, today young people fuss more about their hairstyle than the tyres for their two-wheelers. With the launch of two-wheeler tyres that provide total control, we wanted to wake up an entire generation to put their minds to the journey they make everyday. As consumers, we are okay with a lot of things. This campaign puts an end to this attitude."

Vikram Malhotra, Marketing Director, JK Tyre & Industries said, “We have adopted a 360-degree promotion campaign for Blaze through our marketing and communication platforms. The tagline and message of our campaign ‘Ab se tyres mein sirf JK is OK’ is rooted in our firm commitment to total control and safety while driving on roads. We are going all out with our campaign and expect the premium range of tyres to cover 75%-80% of the domestic two-wheeler tyres replacement market demand.”

The amalgamation of the serious visuals with the satirical voiceover with a touch of dry humour is what makes the film unique. The 360 degree campaign including the TVC, outdoor, digital have been developed to extend the campaign ‘Aaj se tyres mein sirf JK is OK’.