Eurogrip Tyres, India’s leading 2 & 3-wheeler tyre brand, has unveiled a new brand campaign that merges MS Dhoni’s passion for riding with Eurogrip’s cutting-edge tyre technology. Centred around the theme “ENJOY EVERY TURN,” the campaign is inspired by the insight that life’s journey is filled with endless possibilities—embracing every turn with confidence. And who better than Dhoni to embody this spirit?
The brand film builds on the intriguing question every fan has been asking—“What’s Next for Dhoni?”—unfolding through a scenic journey where he effortlessly navigates life’s twists and turns, both on the road and beyond.
Talking about the campaign, P Madhavan, EVP, Sales and Marketing, TVS Srichakra Ltd said, “We are excited about our new brand campaign with MS Dhoni. The “Enjoy Every Turn” film is an offbeat take on the joy of riding, and we believe it fits perfectly with Dhoni’s personality. As the bike tyre specialist, we remain committed to offering tyres that allow you to take on any of the challenges the road throws at you with confidence, enhancing every ride, making every journey smoother, safer and more exciting for the new-age rider.”
“As a passionate rider, shooting for this campaign along with Eurogrip was a pleasure for me. The ad film insight and script resonated with me as I have always “enjoyed every turn” life has thrown at me. As an aside, I also got to try Eurogrip’s high performance super bike tyres and it was a fun experience for me to do what I love doing for this film – riding.”, said M.S.Dhoni.
Adarsh Atal, Chief Creative Officer – Tilt Brand Solutions added, “Every biker will tell you that it’s the twists and turns of a road that make their ride interesting. A straight road is never fun. This formed the base insight of our idea. That whether it is on the road, or in life, it is not knowing what’s around the corner that makes things exciting. With Dhoni at that juncture in his life where the whole world is wondering what’s next for him; the idea really came alive.”
As a global sporting icon, MS Dhoni’s endorsement will help strengthen Eurogrip’s position as a youthful, vibrant and high-performance brand that resonates with the millennial and Gen Z Indian riders. The ad film will be aired starting from March 18th, 2025, covering television, digital & social media. The campaign will be supported by on-ground activations as well.
