Press Release

It takes a warrior to tread an adventurous path, notes MRF Wanderer in latest campaign by Lowe Lintas Chennai

MRF Tyres has been an active proponent of cricket. The company had always supported the team and its players in pushing the cause of the sport in India. May it be the ICC Cricket World Cup 2015 where it was the Global Partner or other such top-rated cricketing properties, MRF has always had a supportive role by putting out communication that could be deemed as strikingly unique.

MRF’s partner in achieving this goal throughout the years is Lowe Lintas Chennai. They had been instrumental in managing the communication objective for the tyre brand in India. In its latest initiative, Lowe Lintas Chennai recently announced the launch of an integrated marketing campaign for MRF Wanderer in India. It’s goal is to promote the attributes of MRF’s SUV brand.

This new brand campaign by Lowe Lintas Chennai seeks to bring alive the Samurai spirit in people that likes exploring their limits and going beyond their own expectations. What better way to convey this spirit to one of India’s best known Samurai, Virat Kohli.


In the film titled ‘I dare to Tread Anywhere’, the capabilities of the MRF Wanderer tyre are brought to the fore by drawing a parallel with Virat Kohli’s Samurai warrior spirit. Regardless of the difficulties of a journey, a true adventurer remains standing and takes on the challenges ahead. Similar to Virat being in a cricket field with his warrior-like approach for the team, so is it for MRF Wanderer whose “Tread Anywhere” proposition has enabled drivers to wander far and discover remote, inaccessible places with ease.

The cricket captain Virat Kohli became the MRF Wanderer’s brand ambassador to communicate the campaign’s core message to the audience. It seeks to celebrate the warrior-like instinct and determination that are trademarks that similarly defined Wanderer and also the ace cricketer.

“MRF Wanderer tyres are designed for those who never settle for the mundane and venture off the beaten path. Our communication this time has taken a more aggressive twist and a fresh perspective on the core brand positioning – Tread Anywhere. Lowe Lintas Chennai has portrayed the true Wanderer spirit by using Virat’s Samurai tattoo and his passion for adventure as exceptional creative devices. We believe that this new film will resonate well with those who chase adventure.” Koshy K Varghese, Executive Vice-President Marketing, MRF Ltd., shared his views on the campaign.

“Every Wanderer has a story to tell – be it the user or the product. We have tried to capture the spirit of that story through the eyes of Virat Kohli. While Virat is a samurai on the field, MRF is a master of the roads – and both are adventurous when it comes to chasing their passion. This thought has been captured well in the new campaign.” Arun Iyer, Chairman & Chief Creative Officer, Lowe Lintas elaborated their creative strategy further.

The campaign has been launched today and will span the online and offline routes including Television, Print, Outdoor and Digital.

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