MUMBAI: Indian tyre major JK Tyre & Industries Limited has launched a powerful TVC in their effort to build a premium imagery of the brand and establish a youth connect. Aimed at capturing the imagination of the young and ambitious Indians, new TVC talks about the enduring journey of international Indian ace-racer Armaan Ebrahim.

The new television commercial by creative agency BBH India, builds an emotional connect with Armaan’s journey, riding on the different waves of his life that brings hope, dreams and achievements.

The ad reflects the character of every kid who loves speed; the kid as portrayed the role of Armaan Ebrahim who grows to become an international motorsports racing star and trusts JK Tyres at every step of his journey to achieve speed. The commercial captures three stages of Armaan’s life, as a 3-year-old bike enthusiast growing into an 8-year-old boy, thereon to a 15-yr old with dreams and aspirations of racing to becoming the present champion of the track and how with JK Tyre, he finally achieves his dream speed with tyres that finally keep up with him in all conditions and help him be in Total Control. 

Talking about the commercial, Mr. Vikram Malhotra, Marketing Director, JK Tyre & Industries Ltd said, “The new TVC highlights our core brand values of determination, passion and unwavering commitment towards realising dreams. The new commercial showcases the emotional connect we have with our customers who like to stay in total control, be it on small car or luxury sedan. We cherish our association with Armaan Ebrahim and his journey to success has encouraged millions of youngsters to dream big and never lose sight of the goals. This is a true reflection of our brand philosophy.”

The advertisement has been directed by Ruchi Narain mostly known as the writer of the film Hazaaron Khwaishein Aisi with Picture Perfect Films as the Production house. The TVC is currently running at across platforms.