JK TYRES / CAMPUS RECRUITMENT CAMPAIGN
JK Tyres, a prominent, leading player in the category that has had its presence in the country for a long time, was facing a dilemma of sorts. Despite leading growth and acquisition in the category year after year, it had an image problem - the brand was thought to be archaic, ancient and not something that young business graduates or professionals would want to look forward to. In order to break from this, they wanted to do a refreshing, honest take on their brand and reach out to the younger generation with a campus recruitment campaign across business schools in Delhi NCR.
