Summary
- Campaign Name: “RIDE ON, AND ON” (TwinShield & TreadSmart)
- Product/Focus: Eurogrip Tubeless Tyres, specifically highlighting TwinShield Technology (for durability and puncture resistance) and TreadSmart Technology (for grip that lasts thousands of kilometers).
- Core Message: Eurogrip tyres deliver such unmatched durability and lasting grip that they virtually eliminate the worry, inconvenience, and downtime associated with tyre trouble.
- Key Insight: For the average Indian rider, tyre issues—especially punctures and needing replacement too soon—are a massive source of stress. Dhoni’s steady, assured persona acts as a counterpoint to this stress.
- Featuring: MS Dhoni.
Eurogrip’s latest advertising campaign, which began in September 2025, features brand ambassador MS Dhoni promoting the company’s tubeless tyre technology through humorous, story-led films. The campaign showcases Eurogrip’s TwinShield and TreadSmart technologies and portrays Dhoni as a relatable, everyday rider.
The ad’s plot
- Ad films: RIDE ON, AND ON
The campaign includes two brand films. In one film, Dhoni discusses the features and durability of Eurogrip’s tyres with a mechanic, highlighting their “no problem” reliability and long lifespan, powered by the TwinShield technology. - Technology focus:
The ads primarily focus on two signature technologies:- TwinShield Technology: A dual-layered compound with a hard outer layer for durability and a soft inner layer for comfort and improved puncture repairs.
- TreadSmart Technology: A specialized tread design to offer enhanced grip and longer tyre life.
Reception and recall
Instead of his legendary cricketer image, Dhoni is shown as a confident, everyday rider, a portrayal intended to make the brand more accessible to consumers. This campaign is a superb example of using a mature celebrity’s image to build trust and reliability for a product where safety is the number one concern.
T K Ravi, COO, TVS Srichakra said, ‘Our products are designed with technology that is truly world-class. Particularly in the tubeless segment, we have the widest and best-in-category range of tyres with signature technologies. Our campaign brings this alive, and MS Dhoni perfectly complements our commitment to deliver innovative tyre solutions for new age riders. His stature and strength reflect what Eurogrip stands for.”
The ad agency behind Eurogrip’s latest campaign is Tilt Brand Solutions. The agency’s chief creative officer, Adarsh Atal, is credited with developing the creative concept for the ads.
The campaign’s reach is being extended through on-ground activations, social media, and point-of-sale marketing.
