JK Tyre moots drives together, to discover each other

JK Tyre has launched an integrated brand campaign conceptualised by Contract Advertising. Part of this campaign is an ad film that highlights the role played by long drives with family and friends in strengthening bonds.

A family with two young kids is shown setting off for a picnic in their utility vehicle. This is accompanied by a male voice over that explains the discoveries that result from leaving home. Another family discovers their aged father’s penchant for rock music on a drive to Manali. An aunt who discovers her nieces’ dance moves on a drive, a young man who discovers that the love of his life is his wife on their first trip together, and other such instances of bonding with loved ones on getaways complete the film. The voice over says, ‘Jithna dur jaoge, apnon ke uthna kareeb aaoge’ (The further you go, the closer you will get to your loved ones). A super silently announces ‘High Performance Tubeless Tyres’ from the brand, before the sign off message: ‘JK Tyre. Total Control.’

“The attempt has been to ensure that our brand strikes a strong emotional chord with the customer to further strengthen the foundation of an outstanding product,” said Amitabh Prasad, GM - marketing, JK Tyre and Industries Limited.

Ashish Chakravarty, NCD, Contract Advertising, added, “When you travel together you discover different sides and layers of people, even those close to you. The little things that make them tick, unknown talents, carefully concealed idiosyncrasies - things that make them more interesting, and endearing. We wanted JK tyre to be associated with this more human aspect of long journeys. The TV spots set the stage for other activities planned around this theme.”

“It was important to build a strong what-next story for JK Tyre, one that would help it make a comeback in the consideration set of top-end users. A blend of rational and emotional elements helped make it possible. A multi-media campaign will shortly follow the TVC,” said Shivaji Dasgupta, SVP and GM, Contract Advertising, Delhi.

Credits

Client: JK Tyre
GM (marketing): Amitabh Prasad
Sr. brand manager: Kinshuk Mittal
Sr. product manager: S Giriraj
Asst. manager (marketing): Prashant Saxena

Creative agency: Contract Advertising
NCD: Ashish Chakravarty
ECD: Mayur Hola
Office head: Shivaji Dasgupta
Creative team: Souvik Datta, Akshat Ghildial
Account management: Samit Arora, Vikas Jha, Ankur Agha
Strategic planning: Snehasis Bose
Production manager: Sugato Roy

Production house: Rising Sun
Director (film): Shoojit Sarkar