Mumbai: TVS Eurogrip, India’s leading two & three-wheeler tyre brand, has launched a comprehensive brand campaign with a series of ad films, bringing out the humorous best of MS Dhoni.

Leveraging the brand’s second year of partnership with IPL team CSK, the brand films have MS Dhoni sharing gripping stories from the field with his CSK teammates Ruturaj Gaikwad, Shivam Dube, Deepak Chahar and others. The films laced with humour, match Dhoni’s cricketing skills to specific unique attributes of TVS Eurogrip tyres.

Sharing details about the campaign, TVS Srichakra Ltd sales and marketing EVP P Madhavan said, “As the IPL extravaganza returns to all cities across India after a gap of three years, we are excited to rollout a fresh brand campaign to mark our second year of association with Chennai Super Kings as principal sponsor. The nuances of our product features have been brought out well in the new films. TVS Eurogrip is all about high performance and the best tyre technology that gives riders superior confidence on the roads.  Similarly, CSK is one of the most consistent and performing teams in the IPL arena. We are sure our continued association would lead to winning strides for both partners.”

The latest campaign is in line with the company’s ambition of building a youthful, vibrant brand that resonates with millennial and Gen Z Indian riders and aims to strengthen TVS Eurogrip’s positioning as “The Bike Tyre Specialist”. The ads focus on the high-speed stability, superior wet grip and anti-skid properties of the tyres and will be aired starting 31 March 2023, in sync with the start of the tournament. There is a complete surround programme planned for the on-air campaign across social media, traditional media like print and outdoor as well as on-ground activations.