Top Story

Home >> Industry-Briefing >> Article

Dentsu One rolls out new campaign 'It's OK is not OK' for JK Tyre

11-May-2017
Font Size   16
Dentsu One rolls out new campaign 'It's OK is not OK' for JK Tyre

Dentsu One, the creative agency from Dentsu Aegis Network, has rolled out a new campaign for JK Tyre’s two-wheeler tyre range, Blaze.

The campaign takes forward JK Tyre’s equity of ‘Total Control’ and further strengthens it by combining the communication with a strong consumer insight. The tagline, ‘Ab se tyres mein sirf JK is OK’ arrives from the above insight and reassures the consumer that when it comes to tyres, JK Tyre’s Blaze is the right choice.





The film is based on real insights taken from the people of India and the ‘It’s OK yaar (friend)!’ attitude that is prevalent amongst these consumers when it comes to choosing a tyre for their bikes. While bikers ride through so many challenges on road, ranging from bad roads, potholes, sharp turns to slippery roads and accident-prone areas, they do not care about the tyres that they ride on. The film highlights such challenges and enforces that ‘It’s not OK’ to have an ignorant attitude towards the bike’s tyres as the safety of the individual and his family rests on the tyres being used. The film then introduces JK Tyre's Blaze variant, which is race track tested with a hybrid technology and ensures that one gets 'Total Control' on the road.

Commenting on the campaign, Titus Upputuru, National Creative Director, Dentsu One, said, “Like the line in the film says, today, young people fuss more about their hairstyle than the tyres for their two-wheelers. With the launch of two-wheeler tyres that provide total control, we wanted to wake up an entire generation to put their minds to the journey they make every day. As consumers, we are okay with a lot of things. This campaign puts an end to this attitude.”

Vikram Malhotra, Marketing Director, JK Tyre & Industries, said, “We have adopted a 360-degree promotion campaign for Blaze through our marketing and communication platforms. The tagline and message of our campaign ‘Ab se tyres mein sirf JK is OK’ is rooted in our firm commitment to total control and safety while driving on roads. We are going all out with our campaign and expect the premium range of tyres to cover 75–80 per cent of the domestic two-wheeler tyres replacement market demand.”

The amalgamation of the serious visuals and the satirical voiceover with a touch of dry humour is what makes the film unique. The 360-degree campaign including TVC, outdoor, and digital have been developed to extend the campaign ‘Aaj se tyres mein sirf JK is OK’.

Tags Dentsu One JK Tyre two-wheeler bikes tyre Blaze

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Bharti-Airtel issued a statement claiming the apex court dismissed Jio’s petition granting Airtel a partial reprieve over its IPL advertising campaign

Hareesh Tibrewala explains how Block Chain technology can help monetize your digital footprint, as per your own rules, instead of a 3rd party doing it

Kavinder Singh talks about the brand’s advertising and marketing strategy and tells us how it has has played an integral role in the rise in its standalone net profit to Rs 38.55 crore