If you think that a tyre commercial is all about a sportsman endorsing it or showing big cars zipping by in top gear, it certainly is a misconception. The new JK Tyres commercial by Contract will take you indoors to show how a little boy ‘takes control’.
“The campaign features two creative units, which would enhance the brand image and recall the levels of JK tyre brand,” said Arun K Bajoria, President. “The concept has been derived around our brand promise of ‘Total Control’. Our endeavour is to make consumers aware about the product offerings by JK Tyre in all product categories,” he added.
The commercial depicts a young boy playing crash bang with his toy cars. When the two cars crash, the child is thrilled and then there is more action with another set of cars skidding. The game is not over till he picks up a car to have a head-on collision with the truck. However, to his surprise they maneuver past each other with deft control. The film ends when the camera zooms in on the truck tyres, which of course is JK Tyres that gave the vehicle steady control.
The film has been shot in Mumbai by Highlight Films and Sunil Sippy has directed it. Around Rs 50 lakh has been spent on the commercial. On the client’s brief, Anand Dubey, advertising manager, JK Tyres, said, “The stage one of the brand promise was total control on the road, and in stage two, we are communicating it differently. This time the communication is off the road, simple and unique.”
“We have blocked the space in all major channels in primetime slots. The campaign kicked off during the finals of Zee TV’s ‘India’s Best’ programme on Friday,” he said. Group M is handling the media buying and planning, and the media buying budget exceeds Rs 3 crore.