BKT Tires Appoints Infectious Advertising for India Consumer Push

Balkrishna Industries Limited (BKT) has appointed independent Indian agency Infectious Advertising as its integrated creative and digital agency for India, covering both its established Off-Highway Tires portfolio and its newly launched On-Highway tire range.

The appointment follows a multi-agency pitch process and gives Infectious Advertising full responsibility across mainline and digital channels for BKT's entire India tire business.

Full-Scope Mandate Tied to Consumer Market Entry

The appointment consolidates BKT's creative and digital work under a single agency at a pivotal moment. BKT is entering India's consumer tire market for the first time, competing in the two-wheeler, passenger car radial (PCR), and truck and bus radial (TBR) segments against established domestic and multinational brands.

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BKT's new brand purpose, "Elevate Your Drive," anchors the Infectious Advertising mandate. Bollywood actor Ranveer Singh has been signed as brand ambassador to build consumer recognition in categories where BKT currently has limited visibility.

Mahesh Koppad, Chief Marketing Officer for India at BKT, said the agency was selected for its understanding of BKT's ambition. "We chose a partner that truly understands our ambition, to transform BKT from a performance-led brand into a powerful purpose-led consumer brand," Koppad said.

Nisha Singhania, Co-Founder and CEO of Infectious Advertising, described the brief as a brand-building challenge at scale. "The opportunity lies in translating BKT's formidable global credentials into a brand that connects emotionally with Indian consumers," she said.

Vision 2030 Revenue Targets Drive Agency Strategy

BKT's Vision 2030 plan targets ₹23,000 crore (approximately US$2.6 billion) in revenue by FY30, representing a 2.2x increase from FY25 levels. The on-highway segment is projected to contribute 20% of total revenue, with off-highway tires accounting for 70% and carbon black sales making up the remaining 10%.

To support the expansion, BKT has committed ₹3,500 crore (approximately US$400 million) in manufacturing, research and development, and distribution infrastructure. This includes a new 35,000 metric ton per annum off-road plant at Bhuj and a BKT Carbon capacity expansion to 360,000 metric tons by early 2026.

The two-wheeler segment is BKT's primary consumer entry point. Two-wheeler products ZENOVA (city commuting) and THYROS (on-off-road use) are already in market, with a target of one million two-wheeler tires produced monthly by 2030. Commercial radial products are scheduled for launch by June 2026, targeting cement transport, construction logistics, and cargo sectors.

BKT has set a 5% market share target across two-wheeler, TBR, and PCR categories by FY30.

Brand Architecture Restructuring Precedes Appointment

In February 2026, BKT announced a global brand architecture restructuring that unifies all tire activities under the single BKT Tires brand, spanning agricultural, off-road, industrial, two-wheel, and passenger car segments. BKT Carbon was separated as a distinct entity for carbon black and industrial materials.

The restructuring was described by company leadership as a structural evolution rather than a rebrand. Chairman and Managing Director Arvind Poddar framed it around the company's "Growing Together" philosophy.

The unified BKT Tires brand requires consistent creative direction across all tire segments. Ramanuj Shastry, Co-Founder and Creative Chairman of Infectious Advertising, said the agency will "use our integrated mainline and digital mandate to build a brand that is rooted in performance yet powered by culture."

TBR pilots are planned for Q4 FY25-26, with PCR entry scheduled for Q3 FY26-27.