Eurogrip Tyres Launches New Brand Campaign Featuring MS Dhoni

Eurogrip Tyres Launches New Brand Campaign Featuring MS Dhoni

Eurogrip Tyres, a leading manufacturer of two—and three-wheeler tyres in India, announced on Tuesday that it has launched a new brand campaign featuring former Indian cricket captain MS Dhoni.

The campaign, titled "ENJOY EVERY TURN," aims to connect Dhoni's passion for motorcycle riding with Eurogrip's tyre technology. The campaign is built around the concept that life's journeys are filled with possibilities that should be approached with confidence.

Speaking about the campaign, P Madhavan, EVP of 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 confidently take on any of the challenges the road throws at you, 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. 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 the twists and turns of a road 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.”

According to the company, Dhoni’s global sporting profile will help strengthen Eurogrip’s brand positioning among millennial and Gen Z Indian riders.

The advertisement began airing on 18 March across television, digital, and social media platforms, supported by planned on-ground activities.

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