JK Tyre showcases the human aspect of long journeys in latest TVC

Conceptualised by Contract, the core of the campaign is about reconnecting relationships with family and friends that are missing in the hustle-bustle of modern day living

e4m by Twishy
Updated: Jan 10, 2014 8:50 AM
JK Tyre showcases the human aspect of long journeys in latest TVC

Building stronger relationships with loved ones, JK Tyre has launched a 360-degree brand campaign that aims to position the brand as a premium quality offering. Conceptualised by Contract Advertising, the core of the campaign is about rediscovering and reconnecting relationships with family and friends that are missing in the hustle-bustle of modern day living.

The ad opens with a family with two kids going for a picnic in their car with a voiceover in the background. There is another family that discovers their father’s love for rock music on a drive to Manali. An aunt discovers her nieces’ dance moves and there are many more instances of bonding with family and friends shown in the ad. It ends with a voiceover ‘Jitna door jaoge, apnon ke utna kareeb aaoge’.

Watch the ad here…

Amitabh Prasad, General Manager, Marketing, JK Tyre & Industries elaborated, “The attempt has been to ensure that our brand strikes a strong emotional chord with the customer to further strengthen the foundation of an outstanding product. We have a premium range of quality products that are at par with the best in the industry and define our market leadership. This day and age demands for a product to be distinct for customers to have recall, hence, with the new TVC urges customers to step out and discover new things about their near and dear ones.”

Ashish Chakravarty, National Creative Director, Contract Advertising added here, “When you travel together, you discover different sides and layers of people, even those close to you. The little things that make them tick, unknown talents, carefully concealed idiosyncrasies – things that make them more interesting, and endearing. We wanted JK Tyre to be associated with this human aspect of long journeys. The TV spots set the stage for other activities planned around this theme.”

While currently the TVC is on air, it is an integrated brand campaign that will roll across print, radio, digital, OOH and activation. The film has been directed by Shoojit Sarkar of Rising Sun Films.

Will it urge you to go for long drives?

Experts’ take:
Nikhil Pandey, Senior Creative Director, Dentsu Creative Impact remarked, “It is a feel-good advertisement, which conveys two messages. First, why we should go out more often, and second, (from the client’s perspective more important) different tyres. Even if I don’t remember the advertisement, I wouldn’t get bored either. It is shot very well overall and the ‘tiger dance part’ is quite fresh.”

On the insight, he added, “Though seen before (which is not wrong), the insight is true, relatable and people will draw a connection.”

Our take
Discovering the other side of your loved ones on a long drive is a powerful thought and the brand has successfully executed it. The campaign is built on universal insight that the further you go, the closer you get to your loved ones. And when it comes to a long drive, then tyres play a very important part and the whole theme of reconnecting ties in beautifully with the product.

People have become very busy and they hardly have any time to discover the unknown side of their family and friends. This TVC urges people to break the monotony and spend more time with family by going on regular long drives to rediscover fun nuggets about each other. JK Tyre has been perfectly positioned as the enabler of long drives in this TVC.

The emotional elements in the film will build a strong connect with the target audience. Overall, it is a well-shot film that will keep the audience engaged.

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