TVS Eurogrip has embarked on a multi-faceted brand campaign to leverage its partnership with IPL Franchise Chennai Super Kings. Apart from the set of three interesting and humourous advertising films that continue to be on air on TV and digital in IPL, the brand has launched a slew of surround initiatives, leveraging digital and social media that will help build on the main brand campaign. The company said in a statement that it is in line with the brand’s ambition of building a youthful, vibrant brand that resonates with millennial and Gen Z Indian riders. 

TVS Eurogrip said it has used AI-based tools to develop personalised ads for all the brand’s retailer and influencer (mechanic) partners. The idea is to use CSK’s star players not just for the brand’s advertisements but to extend the same to advertise for affiliated retail counters and mechanics. These customised/personalised ads feature an array of star players from the CSK team including Ravindra Jadeja, Robin Uthappa, Ruturaj Gaikwad, N Jagadeesan and Shivam Dube, it said. 

The players are seen endorsing retail and mechanic outlets of TVS Eurogrip and invite customers to visit the outlets for all their tyre needs. The ads will be made available in English, Hindi and Tamil with mapping of languages to states and specific cities. The brand targets to make these ads for over 30000 partners, the release pointed out.  

To celebrate the joy of riding, TVS Eurogrip has announced the ‘Rider Rap Challenge’, a contemporary musical form extremely relatable for Gen Z and millennials. 

The national level Rap Challenge features participation of celebrity rappers like Arivu of ‘Enjoy Enjaami’ fame and Hip-Hop artist, Enkore, who gained popularity with his album ‘Bombay Soul’. 

Producing the upbeat track are popular musicians, Hashbass and Ankur Tewari, well known in the India rap circuit. The rap video also features star players from CSK shaking a leg and inviting people to participate along with Rap influencers. 

The website of TVS Eurogrip is created to cater to varied user needs at every stage of the consumer decision journey, it said. 

Some of the salient features include an E-Commerce store where one can buy a tyre in less than five minutes, an online extended warranty registration module, a comprehensive search facility to get the best recommendations of tyres and a product comparator and 360-degree view of tyres. (TT)

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Maxxis has unveiled the next iteration of its MaxxTerra rubber compound, engineered to substantially enhance both durability and traction for mountain bike tyres. The updated formulation maintains the low rolling resistance that characterises the brand’s performance range, addressing rider demands for extended tyre life without compromising capability on difficult trails.

Following extensive laboratory development and testing, Maxxis engineers achieved measurable improvements over the original compound. The new version exhibits a minimum 30 percent increase in tread wear resistance and a 15 percent gain in grip, all while preserving rolling efficiency. This advancement translates to prolonged riding sessions and reduced frequency of tyre changes for end users.

The enhanced compound will be progressively integrated across the entire trail tyre lineup, with the initial phase currently available. Consumers can distinguish the updated product through packaging marked with a ‘New MaxxTerra’ graphic, while the tyre’s sidewall badge now simply displays ‘MaxxTerra’, replacing the previous ‘3C MaxxTerra’ designation.

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The Goodyear Blimp is set to reclaim the New York City skyline during the upcoming Independence Day celebrations. On 4th July, the iconic aircraft will provide millions of Americans with a unique aerial perspective of Sail 4th 250, a premier maritime event that boasts the largest assembly of tall ships globally. The aerial broadcast is scheduled to commence at 7 AM Eastern Standard Time on NBC’s TODAY Show.

Wingfoot One, a seasoned veteran of the skies with a long history of appearing at significant national events, will be soaring over the metropolis. In a notable operational shift, the blimp will establish its ground presence in Brooklyn for the first time in half a century, marking a historic return not just to the city’s airspace but also to its soil. This strategic move is designed to capture the best possible views of the activities in New York Harbor.

This appearance marks the blimp’s fourth participation in an Operation Sail event, having previously been a staple at the inaugural 1964 celebration, the Bicentennial in 1976 and the Statue of Liberty’s centennial in 1986. Its return for America’s 250th anniversary serves as a natural role for the aerial ambassador of Goodyear, a company that has been rooted in the United States for over 125 years and remains the nation’s sole major tyre manufacturer.

Julianne Roberts, Senior Director, Marketing, said, "For more than half the history of the United States, Goodyear science has contributed not only to the success of the American automotive industry by producing tyres worth bragging about but also to the protection of the country through military service, including blimps that helped ensure the safety of the Navy.”

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MICHELIN Connected Fleet has introduced an artificial intelligence (AI) assistant directly within its MyConnectedFleet web platform, designed to enhance operational efficiency for fleet managers. The new tool delivers immediate, data-driven responses to user queries, significantly reducing the time traditionally spent on manual research and data compilation. By integrating seamlessly into the existing portal, the assistant provides a streamlined approach to managing complex fleet information.

The AI system transforms raw fleet usage data into actionable insights, enabling managers to make quicker, more informed decisions. It supports a wide range of practical requests, from generating reports on driver fuel efficiency and identifying trucks requiring tyre maintenance to checking vehicle availability and calculating monthly fuel costs. The assistant is built as a closed, secure system to ensure the confidentiality of all fleet data, addressing key concerns about information security.

Functioning as a comprehensive partner for managers of heavy goods vehicles, passenger transport and light commercial vehicles, the tool offers real-time analysis of fuel consumption, driver behaviour and journey metrics. It provides immediate answers for both simple safety and cost-related questions and more complex analytical tasks, presenting findings in text or visual formats. Future updates to the solution will be guided by direct customer feedback, ensuring its continuous evolution.

The MICHELIN AI Assistant is currently available to customers across 10 countries, including United Kingdom, United States and several European nations. It leverages over a century of mobility expertise and three decades of data science experience, responding to the belief of most fleet managers that AI will transform their sector. The assistant can also be paired with other technologies, such as onboard cameras and tyre inspection systems, to form a cohesive, practical solution for modern fleet operations.

Sophie Foucque, CEO, MICHELIN Connected Fleet, Europe, Africa and Australia, said, “The AI Assistant is the natural evolution of our DNA, which is built around supporting our customers. Co-developed with some of our largest customers, it offers a more intuitive way to interact with vehicle usage data while removing the need to generate multiple reports. Augmented fleet managers can therefore focus fully on the performance of their operations.”

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Continental Tires Americas has introduced Sensor Ready commercial tyres, designed to streamline digital monitoring for fleets of all sizes. Leveraging over a decade of expertise and more than 121,000 connected wheel positions in the Americas, the company continues expanding its data-driven portfolio. The initial rollout features the Conti Coach HA3 product line, underscoring the manufacturer's commitment to digital-first solutions.

A defining characteristic is the integration of a dedicated sensor pocket directly into the tyre during curing, eliminating aftermarket gluing that previously took up to 14 minutes per installation. The pocket securely holds Continental's proprietary sensor, a key ContiConnect ecosystem component that transmits critical metrics like pressure, temperature and mileage. A clear Sensor Ready logo on the sidewall provides immediate visual confirmation of compatibility for fleets, dealers and retreaders.

The new system significantly reduces installation time and labour requirements at maintenance facilities and retread shops while ensuring consistent, reliable sensor placement. Fleets can choose tyres with sensors pre-installed from the factory or opt for quick, tool-free installation later. The Sensor Ready logo facilitates swift decision-making across the tyre's lifecycle, and the integrated pocket remains intact during retreading, allowing efficient sensor reinstallation without compromising casing performance.

Digital monitoring delivers measurable business impact, including reduced fuel consumption, extended tyre life and fewer roadside incidents. For smaller operations, Continental offers ContiConnect Lite, a mobile application providing a plug-and-play monitoring solution. This advancement reinforces Continental's vision of a connected, intelligent tyre ecosystem that enhances safety, sustainability and cost management.

Renato Sarzano, Head of Truck Tires Americas, Continental, said, “Digital tyre monitoring is becoming essential for improving fleet safety, efficiency and sustainability. With Sensor Ready tyres, we are offering one of the most advanced and user-friendly solutions on the market – reducing installation time, improving reliability and making it easier than ever for fleets to adopt connected tyre technologies.”

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