BKT Tyres Launches 24x7 Journey Assistance Programme for Two-Wheeler Riders

BKT Tyres, the tyre mobility brand of Balkrishna Industries Ltd., has introduced 'BKT You Forward', a 24x7 journey assistance programme aimed at two-wheeler riders across India. The programme offers real-time support services including towing, roadside repairs, ambulance dispatch, cab arrangement, and legal assistance through a dedicated helpline (1800-570-4801), available around the clock.

The programme is structured across three subscription tiers — a Basic Plan at Rs 99, a Signature Plan at Rs 149, and an Elite Plan at Rs 199 — each carrying a two-year validity. It is backed by a service infrastructure with real-time monitoring and defined escalation processes, the company said.

BKT Tyres is positioning the initiative as part of a broader shift from a product-focused identity to a mobility partnership model. Mahesh Koppad, Chief Marketing Officer at BKT Tyres, described the programme as a consumer-first commitment, stating that reliable, timely support can "redefine" the riding experience for Indian consumers who face varied on-road challenges daily.

To support the launch, BKT Tyres has released a digital campaign film featuring veteran actor Rakesh Bedi. The film, developed with partner agencies Crossroads and Bi WW, illustrates common roadside scenarios and frames the assistance programme as a dependable response to moments of unexpected disruption during everyday rides.

Founded in 1987 and headquartered in Mumbai, Balkrishna Industries Ltd. is known primarily as an off-highway tyre manufacturer with a presence in 163 countries. The company recently entered the two-wheeler, passenger car, and commercial vehicle segments for the Indian domestic market.