Delhi: Cheil India’s new TVC for JK Tyre is a showcase of the entire range of products from the brand. 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.
Neeraj Bassi, Chief Growth Officer, Cheil India, said, “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."
Amit Nandwani, National Creative Director, Cheil India, said, “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."
The brand roped in director Bharatbala and overlaid it with the track sung by Chauhan.
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