Eurogrip Tyres, one of India’s leading brands in the 2 & 3-wheeler tyre segment, has launched an exciting new brand campaign that seamlessly blends MS Dhoni’s passion for riding with Eurogrip’s cutting-edge tyre technology.
Titled “ENJOY EVERY TURN,” the campaign is inspired by a powerful insight—life’s journey is filled with unexpected twists and opportunities, and navigating them with confidence makes all the difference. MS Dhoni, known for his fearless approach both on and off the field, perfectly embodies this spirit, making him the ideal face of the campaign. Through this initiative, Eurogrip Tyres reinforces its commitment to providing riders with superior grip, stability, and control, ensuring they embrace every turn with ease and excitement.
The brand film revolves around the intriguing question every fan has been asking—”What’s Next for Dhoni?” It unfolds through a captivating narrative, taking viewers on a scenic journey where MS Dhoni embraces every twist and turn, both on the road and in life. As he cruises effortlessly, the film beautifully captures the essence of enjoying every moment with confidence—perfectly aligning with Eurogrip Tyres’ philosophy of “ENJOY EVERY TURN.”
Detailing about the campaign, P Madhavan, EVP, Sales and Marketing, TVS Srichakra Ltd said, “We are excited about our new brand campaign with MS Dhoni. The “Enjoy Every Turn” film is an offbeat take on the joy of riding, and we believe it fits perfectly with Dhoni’s personality. As the bike tyre specialist, we remain committed to offering tyres that allow you to take on any of the challenges the road throws at you with confidence, enhancing every ride, making every journey smoother, safer and more exciting for the new-age rider.”
“As a passionate rider, shooting for this campaign along with Eurogrip was a pleasure for me. The ad film insight and script resonated with me as I have always “enjoyed every turn” life has thrown at me. As an aside, I also got to try Eurogrip’s high performance super bike tyres and it was a fun experience for me to do what I love doing for this film – riding.”, said M.S.Dhoni.
Adarsh Atal, Chief Creative Officer – Tilt Brand Solutions added, “Every biker will tell you that it’s the twists and turns of a road that make their ride interesting. A straight road is never fun. This formed the base insight of our idea. That whether it is on the road, or in life, it is not knowing what’s around the corner that makes things exciting. With Dhoni at that juncture in his life where the whole world is wondering what’s next for him; the idea really came alive.”
As a global sporting icon, MS Dhoni’s endorsement will help strengthen Eurogrip’s position as a youthful, vibrant and high-performance brand that resonates with the millennial and Gen Z Indian riders. The ad film will be aired starting from March 18th, 2025, covering television, digital & social media. The campaign will be supported by on-ground activations as well.
Creative Agency: TILT Communications, Mumbai
