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.

Desma Elastomertechnik has appointed Georgios Dermentzakis as Manager Director Sales & Service.

Dermentzakis has a technical and commercial background and is an accomplished specialist in strategic management and worldwide sales. Dermentzakis's previous position as a Project Manager at Herrenknecht AG adds even more experience. After training as an industrial mechanic, the industrial engineering graduate went on to work as a service technician. He was formerly the Head of Sales for the EU at Messer Cutting Systems. Prior to this, he held key sales positions at Schuler Pressen, rising to the position of Sales Director with worldwide responsibility, including market growth in China.

Dermentzakis will be in charge of marketing, customer service, sales, export shipping, IT, data security and quality control in his new position. In addition, he will assist Dr Michael Zaunsupport in his other managerial responsibilities.

Cimcorp, a global leader in intralogistics solutions, has appointed Jarno Honkanen as VP of Solutions & Technology.

Honkanen brings with him a wealth of knowledge and a new perspective to the leadership team from his more than 20 years of experience with Cimcorp in solution management, sales and software development. Honkanen's leadership style is distinguished by his capacity to promote efficient communication and explain difficult ideas. He has a strong commitment to fostering cooperation and comprehending other points of view. Throughout his remarkable nearly 25-year career in automation, Honkanen has held key positions in the creation of cutting-edge automation solutions, including sophisticated robotic material handling systems and workflow optimisation for global clients.

He has 15 years of sales experience, which has given him a thorough understanding of automation and the demands and expectations of customers. Customers of Cimcorp will greatly benefit from this experience because the solutions created under his direction will be customised to satisfy their demands on a completely new level. His capacity to connect technology with customer-focused solutions guarantees that Cimcorp will always provide cutting-edge, useful and efficient automation systems that add genuine value.

Honkanen said, “Effective communication is about breaking down complexity without losing depth. I aim to create clarity and understanding in all interactions, whether with my team, customers or stakeholders. What excites me about this role is the opportunity to combine cutting-edge technology with customer-focused solutions. Cimcorp’s innovative spirit and dedication to excellence make this an incredible place to be.”

Veli-Matti Hakala, CEO, Cimcorp, said, “Jarno’s ability to simplify the complex and inspire collaboration is set to drive innovation and strengthen our position as a global leader in automation and logistics.”

Italy-headquartered RODOLFO COMERIO S.r.l., a leading supplier of advanced systems for calendering lines, has been appointed Nicola Simondo as its Sales Manager for the Plastics Division.

Simondo has held important roles at well-known firms, giving him a plethora of commercial knowledge. He will spearhead the sales team and worldwide commercial operations in the plastics sector in his new position, encouraging expansion and innovation in the years to come. This new development reflects the company’s commitment to ensuring effective leadership and to further consolidate its position in the market.

Balkrishna Industries Ltd (BKT Tires) has appointed Anette Sklarz Justice as Head of Marketing at BKT USA.

Sklarz Justice, who will head BKT USA's Marketing and Communication Unit, will bring more than five years of marketing experience, mostly from the HVAC manufacturing sector, with an emphasis on an extended brand expansion plan. By creating customised communication strategies, establishing industry ties and increasing exposure through targeted marketing campaigns, her hiring is anticipated to boost BKT's market stance.

Sklarz Justice, a principal member of BKT USA's leadership team, will be in charge of press and media relations, organise the company's attendance at trade exhibitions and choose the best means of communication to showcase the technological innovations and dependability of BKT products. Sklarz Justice, who will work under Lucia Salmaso, Marketing Director of BKT Group, will play a crucial role in expanding BKT's target market and making sure that its goods are seen by important clients, business leaders and stakeholders via initiatives and top-notch content.

“I am thrilled to join the great BKT team, making my contribution to the growth of an ambitious company that looks toward the future without ever losing sight of traditional values. In my new role, I am happy to drive the company’s growth and success in the United States at such a dynamic time. My primary goal will be to establish stronger and longer-lasting relationships with journalists, customers, and local partners, as well as to support the team in exploring new opportunities for growth,” said Sklarz Justice.