The Indian two- and three-wheeler tyre brand Eurogrip Tyres has launched a new brand campaign featuring players from the Indian Premier League (IPL) team, Chennai Super Kings (CSK).
The campaign centres on the crucial role of tyre grip, drawing a parallel between a cricketer’s sure grip and the importance of reliable tyre traction on the road.
MS Dhoni, Deepak Chahar, and Ruturaj Gaikwad of the CSK team engage in lighthearted banter to illustrate this concept.
The campaign emphasizes Eurogrip’s superior grip compared to its competitors, with Dhoni highlighting its advantage for taking corners with confidence.
Notably, the campaign reaches a wider audience with broadcasts in seven languages: Hindi, Malayalam, Kannada, Gujarati, Bengali, Telugu, and Tamil.
P Madhavan, EVP, Marketing and Sales, TVS Srichakra, said, “It is the third year of our association with Chennai Super Kings as principal sponsor and we are just as excited as the fans to be a part of the 2024 IPL extravaganza. This year, we have focused on building Eurogrip as a strong global consumer brand and our campaign is in line with the same. Our ad films highlight the superior grip of our tyres, an extremely important attribute for safety on road. Eurogrip, just like CSK, is synonymous with high performance. Our continued association has been benefitting both partners.”
This collaboration strengthens the existing partnership between Eurogrip Tyres and the defending IPL champions. The two entities signed this lucrative deal in 2021.
Eurogrip Tyres is a prominent player in the Indian two-wheeler tyre market. Manufactured by TVS Eurogrip, a leading Indian manufacturer and exporter of various tyre categories, Eurogrip offers high-quality two-wheeler tyres designed to enhance the riding experience. Made with durable materials, these tyres ensure a smooth and comfortable ride and come with a warranty for added peace of mind. Available in a range of sizes to suit different vehicles, Eurogrip two-wheeler tyres cater to diverse rider needs.
It’s worth noting that TVS Eurogrip launched a previous brand campaign in 2023 called “Whistle Through Every Turn,” which also featured MS Dhoni and other CSK players.
This is followed by Gulf Oil’s new campaign, “Gulf Unstoppable Army,” which also featured players from the Chennai team.
Currently riding high on a two-match winning streak, CSK will face Delhi Capitals (DC) on Sunday, March 31, at 7:30 PM IST.