BKT Tyres, the mobility-focused tyre brand of Balkrishna Industries Ltd. (BKT), has introduced ‘BKT YOU FORWARD’, a round-the-clock Journey Assistance Programme aimed at enhancing safety, convenience, and confidence for two-wheeler riders. The initiative marks a significant step in BKT Tyres’ transformation from a tyre manufacturer to a comprehensive mobility partner, offering support that extends well beyond the purchase of a product.
Designed to provide uninterrupted mobility assistance whenever riders need it, the programme aligns with BKT’s ‘Elevate Your Drive’ philosophy by ensuring reliable, always-available support throughout the ownership journey. Through ‘BKT YOU FORWARD’, the company aims to deliver greater peace of mind and reinforce its commitment to keeping riders moving with confidence, wherever the road takes them.
BKT YOU FORWARD gives riders the confidence to take on every journey with the assurance that support is always within reach. The 24×7 programme with a dedicated helpline (1800-570-4801), assists during unexpected situations such as punctures, breakdowns, or accidents through real-time support services across India, including towing, repairs, ambulance, cab, and legal assistance. By ensuring uninterrupted mobility and dependable care whenever it is needed, the initiative helps reduce rider anxiety while enabling them to feel reassured, in control, and consistently supported on the road. The programme further reinforces BKT’s commitment to standing by its consumers beyond the point of purchase and during every mile of their journey.
To bring this proposition to life, BKT Tyres has launched a digital-first campaign film featuring veteran actor Rakesh Bedi. Through relatable storytelling, the film highlights everyday riding realities and showcases how dependable support transforms stressful roadside moments into reassuring journeys.
Mahesh Koppad, Chief Marketing Officer, BKT Tyres, said: “Indian riders face diverse challenges every day, and access to timely, reliable support can redefine their journey experience. At BKT Tyres, our philosophy of Elevate Your Drive is not limited to selling tyres, it’s a long-term commitment to rider confidence and mobility. BKT YOU FORWARD as the name suggests, is designed with consumer-first principle and embodies this promise by offering a structured, 24×7 assistance programme that covers nearly every scenario a rider may encounter.
This initiative is not just about solving problems, it’s about building trust, continuity, and assurance into every journey. By combining strong service infrastructure, real-time monitoring, and defined escalation processes, we are setting a new benchmark in customer engagement. Our vision is to ensure that riders don’t just move forward but move forward with confidence.”
BKT YOU FORWARD is available across three structured plans, including the BASIC PLAN at INR 99, the SIGNATURE PLAN at INR 149, and the ELITE PLAN at INR 199, with a 2-year validity period. The programme is supported by Crossroads and Bi WW as partner agencies. It is supported by a strong service infrastructure, real-time monitoring, and defined processes to ensure consistent, high-quality customer experiences and long-term engagement.
