Campaign logic: Setting safety wheels in motion

JK Tyre's ad urges drivers to shed their casual attitude and take to reliable tyres for a safe ride

Brand: JK Tyre

Budget: Rs 10 crore (estimated)

Agency: Dentsu One

A lot of brands associate themselves with a social cause in order to strike an emotional chord with consumers. For example, Tata Tea has positioned the brand as a crusader against corruption through its “Jaago Re” campaign. On similar lines, JK Tyre’s latest campaign, “It’s not OK”, reiterates the importance of safety and control while driving two-wheelers fitted with company’s Blaze range of tyres.

“The campaign makes the point that it is not okay to have an ‘It’s OK’ attitude while choosing the right tyre for your motorcycle. After all, the safety of a biker rests on the quality of the tyre fitted on the vehicle,” says Vikram Malhotra, marketing director, JK Tyre and Industries.

The company has launched Blaze as a new sub-brand in the premium category The tyres are available in both tube-type and tubeless variants providing riders extra grip on the road and enhanced cornering ability.

JK Tyre claims both the product and the television commercial (TVC) stand for the company’s overall motto of giving total control to riders by offering a reliable product.

The campaign has been conceptualised by Dentsu One, the creative agency from the Dentsu Aegis Network. The creative agency was asked to help create an impactful launch of Blaze and extend JK Tyre’s brand equity of total control to the sub-brand.

JK Tyres aims to achieve double-digit market share in two-wheelers — dominated by MRF, TVS and CEAT — by 2018 with the help of its premium range motorcycle and scooter tyres, including Blaze

The young population form the majority of two-wheeler users. They do not pay enough attention to safety while riding. One needs to be extra cautious while hitting the road, says Titus Upputuru, national creative director, Dentsu One.

“The, TVC highlighting grievous injury and loss of life that rider and her loved ones can face intends to be a wake-up call for all two-wheeler riders who have a casual attitude towards safety while hitting the road,” he explains.

The campaign has been shot in black and white. To many that may appear archaic. But both the brand and the creative agency believe the TVC shot thus has more visual impact. The ad captures injured children, men and women in distress and seeks to be a wake-up call for riders by reminding them to be careful about what they are buying. The message is, it is not “ok” to be casual when one stands to lose loved ones lives.

According to Upputuru, as a category, the two-wheeler brand communication is full of trademarks. For a new entrant to make an impact it has to enjoy top-of-the-mind recall. The challenge for the brand was to stand out in a crowded space and encourage riders to make an informed choice that would help them ride safely.

As a result, the makers opted for a theme that is high on sarcasm and shock value. The voice-over throughout the TVC has a harsh but firm tone. The idea here is to mirror a conversation between say two friends where one enjoys the access and power to address the other in a harsh tone and remind the latter about the perils of having a lax attitude while driving a two-wheeler, Upputuru adds.

The two-wheeler tyre market in India is worth over Rs 6,500,000 (65 million), accounting for nearly half the domestic tyre production in the country. JK Tyres aims to achieve double-digit market share in the segment — dominated by MRF, TVS and CEAT — by 2018 with the help of its premium range of motorcycle and scooter tyres, including Blaze and Challenger.