MUMBAI: Dentsu Aegis Network’s agency Dentsu One which has bagged the creative mandate for JK Tyre and Industries, will focus on two-wheeler tyres across TVC, print, radio, OOH, digital and activations.

The multi-agency pitch included Contract India, McCann World Group India, and Law & Kenneth.

JK Tyres and Industries India operations president Vivek Kamra added, “We are happy to have them on board and hope they will effectively communicate our key brand attributes including technological superiority, youthfulness, humility and progressiveness in a truly Indian grown brand, through our creative campaigns.”

“We are grateful and delighted with this win. The teams had great fun working on it from ideation to creation. JK Tyres is a great home grown brand and we look forward to building preference and love for the two wheeler tyre segment of the brand through some powerful communication”, Dentsu One NCD Titus Upputuru said.

“The challenge is to not only take the brand idea seamlessly into digital and other mediums but going forward to own it consistently so that it can stand differentiated in the consumer mind space over time”, Dentsu One Senior VP Sunita Prakash said.