Eurogrip Tyres has launched an advertising campaign spotlighting its tubeless tyre technology, with particular emphasis on two proprietary innovations developed at its technology centers in Milan, Italy, and Madurai, India. The campaign features brand ambassador MS Dhoni in two films that demonstrate the technology applications.
The campaign centers on TwinShield Technology and TreadSmart Technology, which the company positions as core differentiators in its tubeless tyre portfolio for two and three-wheeler segments.
TwinShield Technology employs a dual-layer construction approach. The outer layer uses a hard compound formulated to withstand rough terrain conditions, while an inner soft compound layer is designed to enhance riding comfort and facilitate puncture repairs. This combination addresses durability concerns common among motorcycle riders in varied road conditions.
TreadSmart Technology focuses on tread pattern engineering. The technology aims to maintain consistent grip levels throughout the tyre's lifecycle, with the company claiming grip performance remains comparable to new tyres even after extensive use.
"Particularly in the tubeless segment, we have the widest and best-in-category range of tyres with signature technologies," said T K Ravi, Chief Operating Officer of TVS Srichakra Ltd, which manufactures Eurogrip tyres.
The tubeless range represents part of Eurogrip's broader product portfolio, which includes over six signature technologies developed for new-age motorcycle applications. All products undergo testing in Indian, European, and Japanese road conditions before market release.
TVS Srichakra Limited operates manufacturing facilities in Madurai, Tamil Nadu, and Rudrapur, Uttarakhand, with combined production capacity exceeding three million tyres monthly. The company distributes its tyre products across more than 85 countries globally and maintains a design center in Milan supporting its primary R&D operations in Madurai.