Campaign focusses on the tyre brand’s product features and relats it to MSD’s on-
field escapades
30 th March 2023, National : TVS Eurogrip, India’s leading 2 & 3-wheeler tyre brand,
has launched a comprehensive brand campaign with a series of ad films, bringing
out the humorous best of M S Dhoni.
Leveraging the brand’s second year of partnership with IPL team CSK, the brand
films have MS Dhoni sharing gripping stories from the field with his CSK teammates
Ruturaj Gaikwad, Shivam Dube, Deepak Chahar and others. The films laced with
humour, match Dhoni’s cricketing skills to specific unique attributes of TVS Eurogrip
tyres.
Sharing details about the campaign, P Madhavan, EVP, Sales and Marketing, TVS
Srichakra Ltd said, “As the IPL extravaganza returns to all cities across India after a
gap of three years, we are excited to rollout a fresh brand campaign to mark our
second year of association with Chennai Super Kings as Principal Sponsor. The
nuances of our product features have been brought out well in the new films. TVS
Eurogrip is all about high performance and the best tyre technology that gives riders
superior confidence on the roads. Similarly, CSK is one of the most consistent and
performing teams in the IPL arena. We are sure our continued association would
lead to winning strides for both partners.”
The latest campaign is in line with the company’s ambition of building a youthful,
vibrant brand that resonates with millennial and Gen Z Indian riders and aims to
strengthen TVS Eurogrip’s positioning as “The Bike Tyre Specialist”. The ads focus
on the high-speed stability, superior wet grip and anti-skid properties of the tyres and
will be aired starting 31 st March 2023, in sync with the start of the tournament. There
is a complete surround programme planned for the on-air campaign across social
media, traditional media like print and outdoor as well as on-ground activations.
