JK Tyre markets ‘tyres with a brain’

JK Tyre & Industries Ltd is promoting its smart tyre technology with a high-profile advertising campaign based on the ‘Smart Tyre – Tyre With a Brain’ strapline and Formula One driver connections.

According to the company, JK’s Smart Tyre comes with inbuilt smart sensors mobile connectivity through a phone app. The “indigenous” product from JK Tyre provides real-time updates about the health of tyres and is geared towards smart monitoring and maintenance of tyres. Smart Tyres are said to be already available for “premium vehicle models and are available for purchase at authorized JK Tyre showrooms”.

Featuring India’s first Formula One driver, Narain Karthikeyan, the new television commercial by creative agency Cheil India, aims to connect Karthikeyan’s ambition with all the tyre health information provided by JK Smart Tyre.

Srinivasu Allaphan, director – sales and marketing, JK Tyre & Industries Ltd. commented: “Our new TVC aligns with JK Tyre’s philosophy of driving innovation and excellence in the tyre industry. We have had a long-standing relationship with Narain Karthikeyan and the new TVC intersperse his spirit of excellence, performance, and endurance. Through this new TVC, we have highlighted the importance and benefits of our SMART TYRE and how it provides innovation exemplified for total control, utmost safety, and delivers excellent performance. With this, we hope to build a strong brand connect and strengthen our position in the category.”