A 360-degree marketing promotion of the premium motorcycle and scooter tyres positions the company as a strong contender in the competitive space
New Delhi, India |April 14, 2017 :: JK Tyre & Industries Ltd today announced the launch of the advertisement campaign for its BLAZE range of two-wheelers tyres, wading into a category where it intends to leave the same impact it has on the commercial vehicles segment. Equipped with built-in hybrid technology, the BLAZE tyres have been developed for premium high performance experience, a trait that has become synonymous with JK Tyre in the bus/truck radial tyre category.
Speaking about the new range of tyres, Mr. Arun Kumar Bajoria, Director & President (International Operations), JK Tyre & Industries Ltd, said, “Technology and R&D have been driving forces at JK Tyre, ever since we introduced radial technology in India in 1977. We focus all our efforts at innovation and it is this innovation that inspired us to bring out BLAZE, yet another marvel from our state-of-the-art R&D facilities. At the same time, BLAZE also reiterates our commitment to identifying emerging customer needs and introducing technologically state of the art products to keep pace with changing market requirements!"
JK Tyre’s BLAZE series is 100% run-out tested to ensure efficiency of the mechanical system. These tyres have been tested in rigorous ride and handling conditions on race tracks by professional race drivers to determine speed, precision and consistency. BLAZE tyres are Hybrid and can be used in both tube-type and tube-less applications. They have been evaluated by experts and are racetrack tested for better grip and cornering ability. The overall design is combined with an asymmetrical tread, which helps in improving control and shuffling frequency in tough on-road conditions. The BLAZE tyres come in 14 sizes and thus fit perfectly with two-wheeler vehicles available in the Indian market.
Mr. Vikram Malhotra, Marketing Director, JK Tyre & Industries Ltd, 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 main 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% of the domestic two-wheeler tyres replacement market demand.”
The advertisement launched on television channels today is aimed at raising awareness among consumers about choosing the right tyre for their bikes. A tyre is the safety net for two-wheelers as riders navigate through busy, potholed and slippery roads, and hence, it is important to pick the tyre that places a premium on safety. The ad film juxtaposes serious visuals with a touch of dry humour to drive home the point that it is time to end the ‘It’s OK yaar’ attitude and say ‘Ab se tyres main sirf JK is OK’.
Pioneers of radial technology in India, JK Tyre is the market leader in truck/bus radial tyres, having rolled out 10 million truck tyres last year. With the introduction of BLAZE, the company aims to strategically expand its presence in the two-wheeler segment.
The company expects the addition of the BLAZE range to bolster its all-India presence, particularly in states where there is a rising demand for endurance in motorcycle and scooter tyres, including Tamil Nadu, Maharashtra, Andhra Pradesh, Madhya Pradesh, Uttar Pradesh, Rajasthan and Punjab. This is also in keeping with its avowed intention of capturing 75%-80% of the domestic two-wheeler tyres replacement demand in the market.
What BLAZE offers
Improved maneuverability and high wet traction
Enhanced cornering stability and high grip
High fuel efficiency and enhanced straight stability
Improved mileage & anti skidding mechanism
Increased comfort, steady handling and smooth cornering
Less tread rubber shuffling thus provides excellent tyre mileage
Increasing working edge
About JK Tyre:
Part of the JK Organisation, JK Tyre & Industries Ltd is a leading tyre manufacturer in India and amongst the top 25 manufacturers in the world with a wide range of products catering to diverse business segments in the automobile industry. JK Tyre is the only tyre manufacturer in India to be included in the list of Superbrand in 2017, the sixth time the honour has been conferred upon the company.
JK Tyre has global presence in 100 countries across six continents, backed by production support from 12 plants - 9 in India and 3 in Mexico. Currently, the capacity across all its plants is about 35 million tyres per annum. In April 2016 JK Tyre acquired Cavendish India Limited from Birla Tyres. While acquisition added three modern plants to its portfolio taking the total count to 12, it helped the tyre major foray into the two/three wheeler segment as well.
Pioneers of radial technology, JK Tyre produced the first radial tyre in 1977 and is currently the market leader in Truck Bus Radial segment. With over three decades of technological innovation, JK Tyre offers tyre for entire range of passenger and commercial vehicles, starting from a 3 kg two-wheeler tyre to a 3.5 ton OTR tyre.
JK Tyre & Industries Ltd has a strong network of 4000 dealers and over 225 dedicated outlets branded as Steel-Wheels & has over 25 Truck Wheels providing complete solutions to Truck Tyre customers.
For further information, please contact:
Khushboo Gupta
Senior Manager- Public Relations & Advertising
Khushboo.gupta@jkmail.com
Mob: +919818004917
Komal Bhardwaj
kbhardwaj@webershandwick.com
Mob: + 91 9599421529