BRIEF DOCUMENT
Brand Overview:
Brand Name: Eurogrip
Brand Life stage: Established legacy brand undergoing a transition
About the Company: TVS Srichakra Limited, makers of Eurogrip brand of tyres is one of India’s leading
manufacturers and exporters of Two, Three-Wheeler tyres and Off-Highway tyres. With global research
and development capabilities and cutting-edge technology, TVS Srichakra produces industry leading
tyres for the automotive sector in India and worldwide.
Incorporated in 1982 & headquartered in Madurai, TVS Srichakra has manufacturing facilities in Madurai
(Tamil Nadu) and Pantnagar (Uttarakhand) with a production capacity of over 3 million tyres a month.
The company has a design centre in Milan, Italy supporting the R&D centre in Madurai and the tyres are
tested in Indian, European, and Japanese road conditions. TVS Srichakra’s products are available in
over 85 countries across the world. In India, the company enjoys a significant market share amongst the
original equipment manufacturers and replacement markets and has a comprehensive network of
distributors and dealers giving it a robust presence.
The company was marketing tyres under the brand name “TVS Tyres” in the replacement or after
market. The brand was relaunched as TVS Eurogrip in August 2019, with a clear agenda to position the
brand as Bike Tyre Specialist and emerge as a global consumer brand. The idea behind the relaunch
was to make the brand more youthful and vibrant and appeal to millennial and Gen Z 2-wheeler riders.
This was the first of 2 steps to completely transition the brand to “Eurogrip”. Starting 2024, we have
started aligning all our two- and three-wheeler tyre products under the EUROGRIP brand name
worldwide.
This has brought in great synergies in the portfolio we have, has also resonated well in the different
geographies we are operating in. In the domestic market ‘Eurogrip’ is gaining acceptance - but slowly &
sporadically. Basically, not at the pace and extent at which we expect!
Some of the high points of Eurogrip: The tremendous uptick on quality parameters, building a strong
product portfolio - especially the premium range (radials / super bike tyres). Brand engagements like
CSK (Principal Sponsor of the team for 3 years - 2022, 23 & 24 - Logo presence in the FRONT OF
JERSEY), now the partnership with M S Dhoni - he is the Brand Ambassador of Eurogrip. It’s been an
eventful journey!
Present Brand Communication / Messaging:
EUROGRIP x MS DHONI
To strongly land the M S Dhoni led ad campaign & messaging - Enjoy Every Turn
Campaign idea:
Our campaign features MS Dhoni, he’s the protagonist. It is a playful take on Dhoni’s current stage of
life, where everyone is wondering what Dhoni will do next, post his cricketing career with people in the
film asking him “What’s Next?” – MSD does not answer this question straight and is seen zipping away
on his bike, navigating different situations and circumstances, just enjoying his bike ride. The film is a
montage of Dhoni taking interesting ‘turns’ on his bike and going with the flow. And it concludes by
talking about how Eurogrip Tyres give you the confidence to Enjoy Every Turn life throws at you. This is
a continuation of our previous TAME THE TURNS campaign ([Link]
[Link]/watch?v=0ND4LkyU_Zw).
New Campaign: [Link]
Joie0LgW&si=WpTzhhfCLAZhhKte
Current Challenges:
Business Challenges:
We are strong in OEM business (B2B), increasing market share in the aftermarket segment is our
prime focus.
Marketing Challenges:
Awareness for brand “Eurogrip” is still less. Both trade and consumers still refer to us as TVS Tyres.
The Immediate Objective:
Nail brand name - EUROGRIP (TVS Eurogrip to Eurogrip)
Position us as a premium 2W tyre brand appealing to the young-gen riders.
The brand’s objective is to increase awareness and consideration for the brand Eurogrip with
re-affirmation that TVS Tyres/ TVS Eurogrip is now Eurogrip to trade (retailers & mechanic) and end
consumers.
Problem Statement:
Device a marketing plan to increase awareness for brand name EUROGRIP. Include plans to effectively
leverage brand ambassador MS Dhoni to build brand preference and consideration.
teaser, awareness without dhoni?, features that otehr brands don't have, retailers ke liye campaign,
italian focus
market insights: more retailers, substantial evidence for negative image