Balkrishna Industries Limited (BKT) has appointed Infectious Advertising as its integrated creative and digital agency for its India business portfolio.
The mandate has spanned both mainline and digital responsibilities across BKT’s tyre business in India, including its established Off-Highway Tyres (OHT) portfolio and its newly launched On-Highway tyre range.
BKT has built its global presence in the Off-Highway Tyres segment across agriculture, mining, construction and infrastructure. With its entry into the On-Highway tyre category in India, the company has marked a strategic shift in its domestic portfolio. Infectious has been assigned the responsibility of developing brand communication for the Indian market, aligning it with BKT’s global positioning while addressing evolving consumer expectations.
The agency has been tasked with building an integrated narrative across platforms as BKT introduces its new brand purpose, ‘Elevate Your Drive’, in the Indian market.
Following a multi-agency pitch process, Infectious has secured the mandate for the India portfolio.
Nisha Singhania, Co-Founder and CEO, Infectious Advertising, said, “It’s a huge honour to be chosen as a partner as BKT moves into the On-Highway tyre space. This is a pivotal moment for the brand, and we’re thrilled to be chosen as a brand custodian at this inflection point. The opportunity lies in translating BKT’s formidable global credentials into a brand that connects emotionally with Indian consumers. We look forward to the task of building trust and relevance at scale.”
Mahesh Koppad, Chief Marketing Officer – India, BKT said, “Our partnership with Infectious is built on our alignment of shared values and the vision for the brand BKT. Following a rigorous multi-agency pitch process, we chose a partner that truly understands our ambition, to transform BKT from a performance-led brand into a powerful purpose-led consumer brand. As we launch the new brand purpose ‘Elevate Your Drive’, our focus is on building deeper connections with consumers, while staying rooted in the strength, quality, and global legacy that define BKT. This is about collectively shaping a brand that not only delivers performance but also inspires confidence and progress with every journey.”
Ramanuj Shastry, Co-Founder and Creative Chairman, Infectious Advertising, added:
“We are absolutely thrilled and humbled to be chosen as communication partners by BKT, a globally respected tyre brand. We look forward to creating exciting work that helps the brand earn a place in the hearts of Indian consumers. We will use our integrated mainline and digital mandate to build a brand that is rooted in performance yet powered by culture.”
