Conceptualised by Contract, the integrated campaign aims to clearly position the brand as a premium, superior quality offering
BestMediaInfo Bureau | Delhi | January 7, 2014
Contract Advertising has recently launched a 360-degree brand campaign for JK Tyre that aims to clearly position the brand as a premium, superior quality offering. The core of the campaign is rediscovering and reconnecting relationships with family and friends that are otherwise missed out in the hustle-bustle of modern day living. The theme ties in well with the product as the tyres play a key part in the consumer mind-space when the driver plans a long road trip with loved ones.
The TVC goes on to show how reconnecting with friends and family is made possible by going on regular long drives, allowing people to break the busy routine and rediscovering fun nuggets about each other. JK Tyre is positioned as the enabler of long drives, with the high performance range making driving all the more memorable. While the TVC is on air, an integrated brand campaign will roll out across Print, Radio, Digital, OOH and Activation.
“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 demand for a product to be distinct for customers to have recall. Hence, with the new TVC, JK Tyre urges customers to step out and discover new things about their near and dear ones,” said Amitabh Prasad, General Manager, Marketing, JK Tyre & Industries.
Ashish Chakravarty, National Creative Director, Contract, commented, “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 more human aspect of long journeys. The TV spots set the stage for other activities planned around this theme.”
“It was important to build a strong what-next story for JK Tyre, one that would help it make a comeback in the consideration set of top-end users. A blend of rational and emotional elements helped make it possible. A multi-media campaign will shortly follow the TVC,” added Shivaji Dasgupta, Senior VP and General Manager, Contract Delhi.
The film has been directed by Shoojit Sarkar of Rising Sun Films.
Creative agency: Contract
National Creative Director: Ashish Chakravarty
Executive Creative Director: Mayur Hola
Office Head: Shivaji Dasgupta
Creative Team: Souvik Datta, Akshat Ghildial
Account Management: Samit Arora, Vikas Jha, Ankur Agha
Strategic Planning: Snehasis Bose
Production Manager: Sugato Roy
Production House: Rising Sun
Director: Shoojit Sarkar
Client: JK Tyre
General Manager (Marketing): Amitabh Prasad
Sr. Brand Manager: Kinshuk Mittal
Sr. Product Manager: S Giriraj
Asst.Manager (Marketing): Prashant Saxena