Eurogrip Tyres has unveiled a new brand campaign featuring MS Dhoni, highlighting the experience of riding with confidence. Titled “Enjoy Every Turn,” the campaign draws a parallel between life’s uncertainties and the unexpected turns on the road, encouraging riders to embrace both with ease.

The campaign film, centered around the question “What’s next for Dhoni?”, follows the former cricketer on a scenic journey as he navigates the twists and turns of the road. The narrative aims to reflect both Dhoni’s passion for riding and Eurogrip’s focus on tyre performance.

MS Dhoni shared his thoughts on the campaign, stating that the idea resonated with his own experiences of embracing life’s changes. He also mentioned that working on the film gave him the opportunity to test Eurogrip’s high-performance superbike tyres.

The advertisement will air from March 18, 2025, across television, digital, and social media platforms, with additional promotional activities planned on the ground.

Eurogrip Tyres, a brand under TVS Srichakra Ltd, specializes in manufacturing tyres for two- and three-wheelers in India. The company produces a range of products catering to motorcycles, scooters, and three-wheeler vehicles, focusing on performance, safety, and durability. With a presence in both domestic and international markets, Eurogrip aims to serve the evolving needs of modern riders.

In India, Eurogrip Tyres operates with a focus on research and development, incorporating advanced tyre technologies to enhance grip, stability, and longevity. The brand’s portfolio includes products designed for varied road conditions, ensuring suitability for urban commuting as well as long-distance travel. Its tyres are used in different segments, including commuter motorcycles, performance bikes, and electric two-wheelers.

Eurogrip has been expanding its market presence through strategic partnerships, brand collaborations, and marketing initiatives. The company has associated with well-known personalities, such as MS Dhoni, to strengthen its brand positioning and connect with younger consumers. Through advertising campaigns, social media engagement, and promotional activities, Eurogrip continues to enhance its visibility in the competitive tyre industry.

The company also participates in industry events and collaborates with automotive manufacturers to provide original equipment (OE) fitments. Additionally, Eurogrip’s focus on sustainability has led to the adoption of eco-friendly manufacturing practices and materials.

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