Celebrating Democracy? 75% of Youth Back It, But Institutional Trust Wanes

19th March 2025, DelhiThe Centre for Public Insights by Youth Ki Awaaz in collaboration with Young Leaders for Active Citizenship (YLAC), Synergy Sansthan, and Project Potential, has launched the Voices for Inclusion, Belonging, and Empowerment (VIBE) Report—the first national survey on youth active citizenship in India – supported by the Rohini Nilekani Philanthropies. The report, based on 4,972 responses collected between June and August 2024, sheds light on how young Indians engage with civic life, their trust in institutions, and emerging forms of participation. The survey was conducted via online recruitment channels, including social media advertisements, email campaigns, and a WhatsApp chatbot. The methodology ensured a broad and representative sample across states, gender, and age groups, providing critical insights into youth civic participation trends in India.

The findings challenge the narrative that young people are disengaged from democracy. Instead, they reveal that while traditional political participation—such as joining political parties—remains low, youth are actively shaping public discourse, engaging in volunteerism, and driving change through digital activism and social entrepreneurship.

Anshul Tewari, Founder of Youth Ki Awaaz and Centre for Public Insights said, “For years, young people in India have been seen as a passive demographic—spoken about, but rarely heard. The VIBE Report challenges this narrative by presenting a first-of-its-kind, data-driven look at how India’s youth engage with society, governance, and identity. The findings reveal that young people are shifting away from traditional political structures and choosing issue-based, digital, and community-driven participation instead. At the same time, structural barriers—from mobility constraints to safety concerns—continue to shape who gets to engage and how. Through Youth Ki Awaaz and the Centre for Public Insights, we’ve long believed that young voices shape the national conversation. VIBE underscores this with data. ”

Rohit Kumar, Co-founder, YLAC said, “The VIBE report brings to light a fundamental shift in how young Indians perceive and practice citizenship. While many are moving away from traditional political participation, they are finding innovative ways to engage with social and political issues. The challenge now is to bridge the disconnect between youth aspirations and institutional support, ensuring that young voices are truly heard in decision-making spacesWe hope this report serves as a crucial resource for policymakers, civil society, and institutions to create spaces where young people are not just participants, but decision-makers in shaping India’s future.

Nishant Singh, Senior Research Consultant at Youth Ki Awaaz and author of the Report said, “Active citizenship is about connection, participation, and the expectations young people have from society. Our report examines how they engage politically, socially, and economically, from advocacy and community work to ethical choices. But participation is not just a personal decision. It depends on whether institutions and communities make space for them. Young people are ready to take responsibility, but they also expect fairness, accountability, and belonging. The question is whether society will create meaningful opportunities for their engagement or leave them feeling unheard in a system that does not reflect their voices.”

Key findings of the VIBE Report:

  • National identity remains strong: 81% of young Indians primarily identify as Indian, while 31% prioritize individual identity, signaling a shift toward individual autonomy;
  • Digital activism and community engagement: 46% of youth actively participate in NGOs, advocacy groups, or citizen forums, and 27% engage in online activism through public forums;
  • Declining trust in traditional politics: 29% avoid political engagement entirely, while 26% participate in political discussions without aligning with any party. Only 11% are formal members of political parties;
    While a significant number of youth participated in the 2024 General Elections, the inability to travel home to vote (43%) was the most cited reason for not voting, followed by a lack of trust in political parties (18%);
  • A rising generation of social entrepreneurs: 49% of young Indians want to start a social enterprise, yet lack of funding (58%) and mentorship (39%) are major obstacles;
  • Strong civic engagement despite challenges: 73% volunteer occasionally, with many engaging weekly in activities like clean-up drives, petitions, and fundraising for social causes;
  • Significant engagement with media and public discourse: A significant majority of young people (60%) follow the news daily, and a substantial proportion (31% very often or daily, 34% occasionally) share their views on social media, indicating active participation in shaping public conversations.

Adani Foundation Secures Stronger Crop Yields for Deori Majhgawan Women with Rapid Soil Testing

Madhya Pradesh, 19 March 2025: ACC, the cement and building material company of the diversified Adani Portfolio, is driving a transformative initiative in Deori Majhgawan village, Kymore. ACC along with the Adani Foundation, has supported 13 women from the Shakti Peeth Self-Help Group (SHG) in establishing a rapid soil testing initiative, equipping farmers with on-the-spot chemical-free soil testing through the AgroNxt Bhu-Parikshak device.

Equipped with this advanced spectrometer-based soil testing device, the women SHG members visit any farmland, collect soil samples, and input them into it. The machine then tallies the soil components with its database across eight parameters and prints out the results instantaneously. This saves the farmers’ time and resources needed for visiting physical soil testing labs.

This initiative enables local farmers to make informed decisions regarding correctly matched manure and fertilisers to maintain optimum soil health, improve crop yields, and strengthen their livelihoods. What began as a community-led effort has evolved into a sustainable micro-enterprise, empowering women with economic independence while promoting organic and sustainable farming.

Competing against 12 SHGs across five states, Shakti Peeth SHG earned the prestigious Dr. Manibhai Desai Gaurav Puraskar Second Best SHG Award, along with a cash prize of Rs. 20,000. The group has reinvested the amount to expand their soil testing services, now covering eight critical parameters, ensuring more farmers benefit from scientific soil health management and improved agricultural sustainability.

Growth in Sustainability: GIFT City Achieves ISO 14001 Certification

Gandhinagar, March 19: Gujarat International Finance Tec-City (GIFT City), India’s first operational smart city and maiden International Financial Services Centre (IFSC), has been awarded the ISO 14001:2015 certification for its Environmental Management System (EMS). The certification, granted by Bureau Veritas, an internationally accredited body, underscores GIFT City’s commitment to sustainable urban development and environmental responsibility.

The ISO 14001 certification is a globally recognised benchmark for organisations that integrate environmentally responsible practices into their operations. This achievement highlights GIFT City’s structured approach to reducing its environmental footprint across planning, construction, operations, and maintenance. With this, GIFT City sets a precedent as a financial hub that prioritises sustainability while fostering business growth.

Mr. Tapan Ray, MD & Group CEO of GIFT City, said, “Achieving the ISO 14001 certification reflects GIFT City’s commitment to building a future-ready finance and technology hub with sustainability at its core. By embedding global environmental standards into our operations, we are not only ensuring compliance but also driving responsible growth that aligns with international environmental, social, and governance (ESG) goals.”

As India’s first operational smart city, GIFT City has incorporated eco-friendly innovations such as the District Cooling System, Automated Waste Collection, and a Utility Tunnel—features that have set new standards for sustainable urban development in India. These innovations help GIFT City in balancing business expansion with environmental responsibility.

GIFT City has been gaining momentum as a preferred destination for global financial institutions, fintech firms, and multinational corporations. The ISO 14001 certification is expected to further enhance investor confidence, attract environmentally conscious businesses, and reinforce its reputation as a world-class financial hub.

With the Indian government increasingly pushing for green infrastructure and sustainable urban growth, GIFT City’s achievement reflects a broader trend of integrating ESG principles into India’s business ecosystem. The certification adds another layer of credibility to GIFT City’s efforts to position itself as a benchmark for sustainable financial hubs globally.

Growth in Green: Punjab Kings Joins WWF-India to Drive Earth Hour Awareness

New Delhi, 19th March 2025: The dynamic Indian Premier League (IPL) team Punjab Kings (PBKS) has joined WWF-India’s Earth Hour 2025 as Earth Hour Water Ambassadors to encourage millions to Switch Off and create The Biggest Hour for Earth as well as inspire individuals to #BeWaterWise in all aspects of their lives—throughout the year. Converging with World Water Day this year on March 22ndEarth Hour 2025 emphasizes the importance of collective action for the conservation of the planet and its precious water resources.

“At Punjab Kings, we believe that cricket is more than just a game—it’s a platform to drive positive change. Hence, we are elated to announce our association with the World Wide Fund for Nature – India (WWF-India) as Earth Hour Water Ambassador. Through this initiative, we will aim to spread awareness about water conservation and sustainability. Hence, we would like to appeal to our fans to show their support to this initiative and join us in making this world a better place,” said Mr Satish Menon, CEO of Punjab Kings.

 WWF-India and Punjab Kings encourage individuals, businesses, and communities to extend their dedication to sustainability beyond the hour by adopting water-wise practices and supporting environmental initiatives. This collaboration highlights a shared commitment to promoting environmental stewardship and sustainability.

Mr Ravi Singh, Secretary-General and CEO of WWF-India, said“WWF-India is honored to have the support of the Punjab Kings team for Earth Hour 2025. With Punjab Kings at the crease, batting for Earth Hour ,and our #BeWaterWise campaign, we are confident of engaging people across India and inspiring them to adopt water-positive practices in their daily lives. We aim to create a more resilient and sustainable future for all, one conscious choice at a time.”

Dia Mirza, actor and UN Environment Goodwill Ambassador; Shantanu Moitra, celebrated music composer and WWF-India’s Hope & Harmony Ambassador; Viswanathan Anand, Chess Grandmaster and WWF-India’s Education Ambassador; Ranveer Brar, Indian celebrity chef; Sudarsan Pattnaik, a world-renowned Indian sand artist and Padma Shri Awardee; Ricky Kej, Grammy-winning Indian musical composer and environmentalist; Taba Chake, a Nyishi singer-songwriter from Arunachal Pradesh; and Swami Prem Parivartan aka Peepal Baba, Founder & Managing Trustee, Give Me Trees Trust; are among the voices that have joined the world’s largest grassroots environmental movement.

Earth Hour 2025 will transcend the symbolic act of turning off lights by encouraging simple actions that help in reducing water footprint, minimizing single-use plastics, and cutting greenhouse gas emissions to collectively drive meaningful change.

The Legend of Hanuman S6 Unfolds a Stronger Battle of Wits and War on JioHotstar

Mumbai, 19th March 2025: This Hanuman Jayanti, The Legend of Hanuman returns with its much-awaited Season 6, bringing to life one of the most iconic and emotionally charged moments from the Ramayana – Hanuman’s race against time to save Laxman. As the war rages on, Ravan turns to mind games, seeking to outwit Ram and break his strength by targeting his closest ally. But Hanuman, driven by devotion and destiny, embarks on his greatest challenge yet, crossing vast lands and treacherous oceans to find the mystical Sanjeevani Booti before it’s too late. With breathtaking animation, high-stakes action, and an emotional depth like never before, Season 6 promises to captivate audiences old and new, making this legendary tale more immersive than ever!

Co-Creator and executive producer of The Legend of Hanuman – Sharad Devarajan, Co-founder and CEO of Graphic India said,  Season 6 of The Legend of Hanuman is not just a battle of swords and strength, but a war of the mind as Ravan seeks to break Ram’s spirit through deception and strategy. Hanuman’s latest quest continues our story of devotion, destiny, and the resilience of the human spirit, not just as a warrior, but as a symbol of hope. We are honored to continue this series. with JioHotstar and push the boundaries of Indian animation, proving that our mythologies are not just stories of the past, but timeless epics that inspire us today and for generations to come.”

Actor and the voice of Ravan in the new season of The Legend of Hanuman, Sharad Kelkar, “Portraying Ravan in The Legend of Hanuman has been an incredible journey, and Season 6 takes his character to a whole new level. This time, the battle is not just about brute strength but also about intellect and strategy. Ravan is a master manipulator, and his mind games are more dangerous than ever as he seeks to outmaneuver Ram and strike where it hurts the most. Voicing this powerful and complex character has been a thrilling experience, and I can’t wait for audiences to witness the depth, intensity, and drama that unfolds in this new season.”

MG Comet EV 2025 Growth in Innovation Brings Elevated Comfort and Ease

National, March 19, 2025 – Enhancing the style and appeal of India’s street-smart car, JSW MG Motor India introduces the Comet EV 2025. Starting at an attractive price of ₹4.99 lakh (with Battery-as-a-Service at ₹2.5/km), this car features a futuristic design with enhanced convenience and advanced tech features. Car buyers seeking a tech-savvy and practical city commute can visit their nearest MG dealership to book the new MG Comet 2025 and the recently launched Comet BLACKSTORM edition for 11,000.

The MG Comet EV 2025 comes in five distinct variants—Executive, Excite, Excite Fast Charge, Exclusive, and Exclusive Fast Charge—each designed to offer a tailored driving experience. The Excite and Excite FC variants now come equipped with a Rear Parking Camera and Power-folding Outside Rear View Mirrors (ORVMs), enhancing both convenience and safety. The Exclusive and Exclusive FC variants are upgraded with premium leatherette seats and a 4-speaker audio system, elevating the in-cabin experience for a more premium feel. Fast Charging variants are powered by a 17.4 kWh battery pack, providing a driving range of up to 230 km** on a single charge.

 Rakesh Sen, Head – Sales, JSW MG Motor India said, “MG Comet EV’s innovative design and user-friendly features have made it a preferred choice among city dwellers seeking practical mobility solution for daily commute. The increasing acceptance of the Comet EV corresponds to the impressive 29% growth in sales in CY’24 compared to CY’23. The MG Comet EV 2025 highlights our dedication to meeting evolving consumer needs.”

In February 2025, JSW MG Motor India introduced the Comet BLACKSTORM Edition, further expanding the Comet EV lineup. Priced at ₹7.80 lakh with Battery-as-a-Service at ₹2.5 per km, the BLACKSTORM Edition features a sleek ‘Starry Black’ exterior with dark chrome, black badges and red accents. Inside, it offers Leatherette seats with ‘Blackstorm’ embroidery, a 10.25-inch touchscreen infotainment system, a 10.25-inch instrument cluster, wireless Android Auto and Apple CarPlay, electronically adjustable ORVMs, and four-speaker audio system.

The Comet EV offers smart ownership package with MG e-Shield, covering repairs and service costs. The special 3-3-3-8 service package provides: 3 years or 1 lakh km warranty, 3 years Roadside Assistance (RSA), 3 free labour services- First 3 scheduled services and 8 years or 1 lakh 20 thousand km warranty.

Markets on Edge as Experts Weigh Strong Signals from the Fed Meeting

1) Narinder Wadhwa, Managing Director & CEO of SKI Capital Services Ltd.

The Federal Open Market Committee (FOMC) is scheduled to meet on March 18-19, 2025.

Interest Rates: The FOMC is anticipated to maintain the federal funds rate at its current range of 4.25% to 4.50%. This decision aligns with the Fed’s cautious approach amid economic uncertainties, particularly those arising from recent tariff policies.

Economic Projections: Alongside the rate decision, the Fed will release its quarterly Summary of Economic Projections (SEP), offering insights into members’ expectations for GDP growth, unemployment, and inflation. These projections will be closely analyzed for indications of future monetary policy directions.

Market Context: The meeting occurs against a backdrop of market volatility, partly due to recent tariff we was announcements and their implications for global ddddsss dr op CT might influence the Fed’s policy stance in the coming months. The outcome of the March FOMC meeting will have a direct impact on gold and crude oil prices , primarily through its influence on interest rates, the U.S. dollar, and inflation expectations. Here’s how:

Impact on Gold Prices: Gold is highly sensitive to interest rate expectations and the U.S. dollar
No Rate Cut (Status Quo at 4.25%-4.50%) If the Fed maintains rates, gold may see limited upside or a slight pullback, as higher yields make non-yielding assets like gold less attractive. Dovish Signals (Rate Cuts Expected in 2025) If Powell signals rate cuts later in the year, the dollar could weaken, boosting gold prices as lower rates reduce the opportunity cost of holding gold.

Impact on Gold Prices: Gold is highly sensitive to interest rate expectations and the U.S. dollar
No Rate Cut (Status Quo at 4.25%-4.50%) If the Fed maintains rates, gold may see limited upside or a slight pullback, as higher yields make non-yielding assets like gold less attractive. Dovish Signals (Rate Cuts Expected in 2025) If Powell signals rate cuts later in the year, the dollar could weaken, boosting gold prices as lower rates reduce the opportunity cost of holding gold.

While no immediate changes to interest rates are expected, the FOMC’s communications will be pivotal in shaping market expectations for the remainder of the year. His remarks will be scrutinized for any signals regarding the Fed’s assessment of economic conditions and potential policy adjustments in response to evolving economic data.

 

2) Sriram Iyer, Senior Research Analyst, Reliance Securities

The Federal Open Market Committee (FOMC) is set to meet on March 18–19, 2025, to assess economic conditions and determine the direction of monetary policy. The meeting comes at a time when U.S. GDP growth is showing signs of slowing, while inflation remains persistent. Investors are also increasingly concerned about the impact of President Donald Trump’s tariff policies and federal job cuts, which could heighten recession risks.
Interest Rate Outlook. The Fed is widely expected to hold interest rates steady at the current range of 4.25% to 4.50% as it evaluates the effects of previous policy measures.

Given the economic uncertainty, the central bank is likely to maintain a cautious approach rather than rush into rate cuts.
Economic Projections & Dot Plot. The meeting will also bring the release of the Fed’s updated Summary of Economic Projections, including the “dot plot,” which reflects policymakers’ expectations for future interest rates. Previous forecasts pointed to two 25-bps rate cuts in 2025 (a total of 50 basis points). However, with inflation remaining sticky and growth decelerating, these projections could see some revisions.

Market Impact: Gold & Crude Oil If the Fed maintains a hawkish stance, delaying or limiting rate cuts, the U.S. dollar could strengthen, putting pressure on gold and crude oil. However, gold may still find support due to its safe-haven appeal in times of economic uncertainty. Crude oil prices, on the other hand, could receive some support from optimism around potential stimulus measures in China.

 

Technical Levels to Watch
MCX Gold April Contract: Expected to trade between ₹86,500 and ₹88,500.
MCX Crude April Contract: Likely to fluctuate between ₹5,800 and ₹6,000.
Traders and investors should closely follow the Fed’s announcements, as they will provide key insights into the future path of monetary policy and its impact on financial markets.

 

3) Dr. Bharath Supra Associate Professor (School Of Business Management), NMIMS Navi Mumbai

The Federal reserve’s next meeting is a pivotal one as the markets seek guidance on interest rates. While inflation has eased, it remains above the Fed’s target, raising doubts over any hopes on rate cuts. A dovish policy would reduce borrowing costs and lift the markets, while a hawkish Fed could lead to a selloff. Bond yield, stocks and the dollar are all still volatile, reacting to every policy limit. Investors are looking to the Fed for signals on its future actions. The Federal reserve’s signal on the interest rates will have a major bearing on the gold and crude oil prices. If the Fed hints at cutting rates, decreasing bonds yields and falling dollar would propel gold prices upwards. A hawkish approach, on the other hand, would make the dollar strong and put in more pressure on gold prices. For crude, the Fed’s move impacts the economic growth and demand. Rising interest rates might slow down the economy, lowering energy consumption and putting a lid on the increase in oil prices. While a dovish stance can weaken the dollar making the oil expensive for purchasers. The crude market will definitely be paying attention to Powell’s cues.

 

4) Mayank Mundhra, FRM- VP Risk & Head Research Abans Financial Services Ltd

Markets widely anticipate that the Federal Reserve will maintain the federal funds rate at 4.25%-4.50% during its meeting starting tomorrow. While no immediate cuts are expected, investors are pricing in deeper reductions later this year as inflation eases, with U.S. inflation falling to 2.8% in February due to lower gasoline and fuel oil prices. The Fed’s dot plot, which outlines policymakers’ rate projections, will be closely watched for future guidance. However, caution remains as Trump’s tariff policies could reintroduce inflationary pressures, influencing future Fed decisions. Gold has surged about 14% in 2025, after ~27% in 2024, driven by large political uncertainties and central bank buying. Inflation expectations have not played a major role in the rally so far. Going ahead, with reducing inflation concerns and potential rate cuts, gold rally may continue fueled by uncertainties globally. Delayed cut in rates, will slower the momentum. Crude oil’s reaction will hinge on the Fed’s economic outlook. A dovish stance could weaken the dollar, making oil cheaper for global buyers and boosting demand. However, concerns over inflationary pressures from tariffs may delay cuts, strengthening the dollar and weighing on prices. The Fed’s decision and forward guidance will shape market sentiment. A dovish outlook could support gold and oil, while a cautious stance may strengthen the dollar, keeping commodity prices in check.

Stay Radiant: Your Ultimate Summer Essentials for Glowing Skin

March 19,2025:As the sun shines brighter and temperatures soar, your summer routine needs a refresh! Keeping your skin hydrated, nourished, and glowing is the key to breezing through the heat. Whether you’re heading for a vacation, working long hours, or just chilling at home, a few essentials can make all the difference. Here’s your ultimate summer survival kit with must-have products to keep you feeling fresh and fabulous.

Vivel Red Aloe Vera & Cherry Blossom Shower Gel – A Burst of Freshness

A great shower can set the tone for your day, and what better way to start than with the Vivel Red Aloe Vera & Cherry Blossom Shower Gel? Infused with the goodness of Red Aloe Vera and Cherry Blossom, this body wash is designed to cleanse while keeping your skin soft and hydrated. The plant-based cleansers and Vitamin E ensure a gentle yet effective wash, making it perfect for all skin types. Plus, it’s paraben-free and dermatologist-tested, so you can indulge worry-free.

Fiama Japanese Hokkaido Milk Bar Celebration Pack – Luxurious Indulgence

Who says bathing can’t be a luxurious experience? The Fiama Japanese Hokkaido Milk Bar Celebration Pack brings you three delightful milk bars enriched with Acai Berry, Goji Berry, and Blueberry extracts. Each bar is crafted with 1/3 skin moisturizers to nourish your skin deeply. Infused with Vitamin F and a mood-uplifting fragrance, these creamy, moisturizing bars cleanse without stripping away essential hydration. This pack ensures you have a refreshing summer bath experience every day.

Charmis Vitamin C Deep Radiance Serum – Glow from Within

Summer can be harsh on your skin, making hydration and protection crucial. Enter the Charmis Vitamin C Deep Radiance Serum—your glow booster! Infused with Vitamin C, Hyaluronic Acid, and Salicylic Acid, it penetrates deep into the skin to reduce dark spots, boost hydration, and leave your face radiant. Lightweight and non-sticky, it’s ideal for daily wear, keeping your skin plump and fresh even on the hottest days.

Neutrogena Ultra Sheer Dry-Touch Sunscreen SPF 50+ – Sun Protection is Non-Negotiable

No summer essential kit is complete without a high-performance sunscreen! The Neutrogena Ultra Sheer Dry-Touch Sunscreen SPF 50+ offers superior sun protection with its Helioplex technology, shielding your skin from harmful UVA and UVB rays. Its lightweight, non-greasy formula absorbs quickly, making it a perfect addition to your daily skincare routine.

Nykaa Wanderlust Mediterranean Sea Salt Body Mist – Stay Fresh All Day

Beat the summer heat with a refreshing body mist that keeps you smelling divine all day. The Nykaa Wanderlust Mediterranean Sea Salt Body Mist offers a crisp, oceanic scent that instantly revitalizes your senses. Spray it on after a shower or carry it in your bag for an instant pick-me-up whenever needed.

This summer, let your skin breathe and glow with the right mix of hydration, protection, and freshness. From refreshing showers to deep skin nourishment, plus essential sun protection and a refreshing mist, these essentials are all you need to stay radiant through the season. So, stock up, stay cool, and enjoy a summer full of self-care and sunshine!

Samsung Unveils Exclusive Festive Offers on Bespoke AI Digital Appliances

March 19, 2025, Gurugram: Samsung, India’s largest consumer electronics brand, is celebrating Ugadi, Gudi Padwa, and Eid with exciting offers on its AI-powered refrigerators, washing machines, air conditioners, and microwaves. As families prepare to welcome prosperity and new beginnings, Samsung is making home upgrades more rewarding with exclusive deals on its latest innovations. Available only till March 31, 2025, these limited period offers allow consumers to bring home smarter and more connected appliances at an unmatched value.

Affordability Offers: Consumers can avail up to 48% off on select digital appliances, up to ₹20,000 cash-back, and easy zero down payment options.

Extended Warranty Offers: 2-year extended and comprehensive warranty with Samsung Care+ worth, is available on select Front Load washing machines, while 1-year extended warranty is offered on Refrigerators.

Warranty Offers: Samsung is also ensuring long-term durability with a 20-year warranty on the Digital Inverter Compressor of Refrigerators and Digital Inverter Motor of Washing Machines, a 10-year warranty on the Ceramic Enamel Cavity of Microwaves, and a 5-year Comprehensive Warranty on Air Conditioners, making every purchase a lasting investment.

Installation Offer: Bespoke AI Wind Free™ ACs come with free installation, helping consumers enjoy superior cooling effortlessly.

Allowing consumers to elevate their home living with intelligent and intuitive appliances, these offers will be available on Samsung.com and select Samsung retail outlets across India.

Eurogrip Tyres Welcomes MS Dhoni in Powerful New Brand Campaign

New Delhi, 19th March, 2025: Eurogrip Tyres, India’s leading 2 & 3-wheeler tyre brand, has launched a new brand campaign that brings together MS Dhoni’s passion for riding and Eurogrip’s superior tyre technology. The campaign idea “ENJOY EVERY TURN” is derived from a powerful insight – in the journey of life; every turn is full of possibilities, so take them on with confidence…and who better than Dhoni to personify this.

The brand film is woven around that one intriguing question every fan has been asking – “What’s Next for Dhoni?” and presents an interesting narrative that takes viewers through a scenic journey, where Dhoni is seen enjoying all the turns life and the roads throw at him.

Talking about the campaign, P Madhavan, EVP, Sales and Marketing, TVS Srichakra Ltd said, “We are excited about our new brand campaign with MS Dhoni. The “Enjoy Every Turn” film is an offbeat take on the joy of riding, and we believe it fits perfectly with Dhoni’s personality.  As the bike tyre specialist, we remain committed to offering tyres that allow you to take on any of the challenges the road throws at you with confidence, enhancing every ride, making every journey smoother, safer and more exciting for the new-age rider.”

“As a passionate rider, shooting for this campaign along with Eurogrip was a pleasure for me. The ad film insight and script resonated with me as I have always “enjoyed every turn” life has thrown at me. As an aside, I also got to try Eurogrip’s high performance super bike tyres and it was a fun experience for me to do what I love doing for this film – riding.”, said M.S.Dhoni.

Adarsh Atal, Chief Creative Officer – Tilt Brand Solutions added, “Every biker will tell you that it’s the twists and turns of a road that make their ride interesting. A straight road is never fun. This formed the base insight of our idea. That whether it is on the road, or in life, it is not knowing what’s around the corner that makes things exciting. With Dhoni at that juncture in his life where the whole world is wondering what’s next for him; the idea really came alive.”