JK Tyre has created a campaign called ‘Hawa Nahin Niklegi,’ in which the business has enlisted the help of King, a prominent Indian rapper and musician, to create a memorable chorus promoting the brand’s new Puncture Guard technology. This is a revolutionary technology that allows tyres to immediately self-repair punctures up to 6 mm in the tread region.
For a significant player in this area, choosing King for this collaboration was a risky choice. The rap star’s grasp on the youth let JK Tyres connect into this large user base with the goal of targeting younger audiences. This can be seen in King’s peppy, vibrant anthem, which has gone viral on social media. It has extended even further by distributing the song in small video forms.
Amit Gujral, CMO, JK Tyre, said, “The New India, The New Age Millennials of India are presented with a new age tyre solution called – JK PUNCTURE GUARD.As the name expressed, PNCTURE GUARD is the latest innovation from the house of JK TYRE for Car tyres where the SELF HEALING Technology deployed on Puncture Guard tyres makes them self-reliant against punctures. Punctures being a slice of life problem, the young India was connected via this wonderfully coined Anthem by King in line to today’s youth likeliness of content consumption. Audiences at large appreciated the content rolled out and it has struck a good chord with them. Wishing team Digitale and Music Boutique Success in their endeavors.”
Mrinal Lunia, Founder & CEO at Digitale,: “We are ecstatic to have been at the forefront of this collaboration. Being a rising star, KING helped bring our new feature to life in a low engagement category. This association helped us utilize the power of new-age influencers to create buzz and break the clutter with the next generation audience that is always looking for more.”
According to Arnab Samanta, Creative Director at Digitale, “The buzz has only been getting louder from the teaser to the release of the anthem of #AbHawaNahinNiklegi. We wanted to translate the product’s offering in a youthful & fun way amongst the millennial. The impact and response have been resounding and we hope to continue doing more such collaborations with JK Tyre going forward.”
