GTR Tyre | Every journey has a destination

RE-BRANDING & CREATIVE TRANSFORMATION

GTR TYRE | EVERY JOURNEY HAS A DESTINATION

THE NO. 1 SELLING MULTI-BILLION VALUE WINNING BRAND

CLIENT: GHANDHARA TYRE & RUBBER COMPANY LIMITED | REGION: APAC
(Formerly known as The General Tyre and Rubber Company)
BRAND: GTR TYRE (GENERAL TYRE)

BRAND CULTURE NETWORK
A BRAND-FIRST MARCOM NETWORK
STORYTELLING AGENCY: CREATIVECOM
BRAND AMPLIFICATIONS AGENCY: MEDIA IDEE
IMAGERY FILM PRODUCTIONS AGENCY: MI FILMS WORLDWIDE

STRATEGIC ALLIANCE PARTNERS: MEDIA PULSE | MEDIA MATTERS
MARCOM CONSULTANTS: MAHMOOD NANJI & ALEEM DURANNI

Brand Campaign | Enabling Dreams, Embracing Journeys

IDEATION, STORYTELLING & FILM DIRECTOR: EHMER KIRMANI

GTR BRAND IDENTITY LAUNCH COMPONENTS

THE CHALLENGE:

Complete Re-Branding & Creative Transformation from Perception Re-Shaping to Transition of 55-year old iconic brand General Tyre required.

Research shows that General Tyre’s brand health is continuously declining due to multiple factors.Today’s youth who are emerging as a core target audience don’t associate themselves with the brand and feel it’s a brand for the older generation, which never communicate to them at all.

Overall it reflects a weaker brand persona and engagement and even the 55-year-old brand identity of
General Tyre seems outdated.

THE SOLUTION:

The re-branding, creative transformation & perception reshaping of General Tyre to a purpose-led brand with a new brand name that derived its own unique brand culture was the perfect strategic direction to be taken, considering the future product line extension in the Automotive category.

Working with our global brand culture network team and through our culture branding Marcom toolkit “BrandHive,” we have derived brand purpose. Our toolkit fuses cultural insights with brand purpose and distills them into delivering the Brand Culture Strategy, which enabled us to craft the brand manifesto and storytelling around it to build the desired brand culture across all mediums.

We have adopted a two-way strategy to introduce the new powerful purpose-led brand, its unique identity & culture.

Tactical
A transition communication aired to introduce the new brand identity GTR Tyre to communicate the transition of General Tyre into GTR Tyre. Endorsement of the leadership position throughout the GTR brand identity launch campaign.

Thematic
Thematic 360º Marketing Campaign developed around the brand purpose and brand culture-derived through Culture Branding Marcom Toolkit of Brand Culture Network.

THE RESULT:

The re-branding & creative transformation of General Tyre into GTR Tyre helps reshape brand perception among the younger audience and communicate to them more effectively being a youth-driven modern & dynamic purpose-led brand that empowers them in every journey.

Everyone from the consumers, distributors, and dealers loved the transition and transformation of General Tyre into the purpose-led brand GTR Tyre and t’s new brand identity, communications, and overall brand imagery.

2.5X acceleration in the growth versus the industry growth also depicts the effective transformation of iconic brand General Tyre into GTR.

BRINGING OUR CREATIVE PLATFORM TO LIFE

Through captivating storytelling, “Generation of Achievers,” with the brand capsule of “Every journey has a destination,” we showcase the journey of young achievers.

We have captured the beautiful landscape of Pakistan, the road infrastructures, and rough & rocky tracks. Being a reliable journey partner GTR Tyre makes the experience on the road safe while adding the pleasure of a smooth drive throughout the journey.

That’s how GTR empowers young achievers in every journey to reach their ultimate destinations and enables them to achieve their goals and dreams.

Brand Culture Network worked closely with our network storytelling, ad film productions, and brand amplification agencies, besides our partner media & PR agencies, to bring this platform to life.

TVC- Print – Digital – Social – Branding – OOH – Event – Activations

THE GENERATION OF ACHIEVERS - THEMATIC CAMPAIGN

Our creative leader & film director Ehmer Kirmani did the ideation from concept generation, scripting and storytelling besides directing and producing “The Generation of Achievers” Ad Film.

Under his visionary leadership, our multicultural teams of Brand Culture Network, CreativeCom – Storytelling Agency, and MI Films Worldwide – Imagery Films Production Network gel into a single unit to deliver the best.

He worked parallelly with three sets of production units on Alexa, Red and Drone FPV to capture the captivating storytelling with inspiring imagery.

Ehmer Kirmani knows how to utilize their expertise & skills in action, thus bringing the magic to this creation with a cinematic style & approach.

TV COMMERCIAL

KEY VISUALS

PRINT ADS

OOH TRADITIONAL

OOH DIGITAL

SOCIAL PAGES

EXHIBITION DISPLAY STALL

REBIRTH & REBRANDING OF ICONIC BRAND

We worked on brand architecture by modernizing the identity system to create a new brand name, a new identity, and a new monogram to introduce a new bold, dynamic and progressive purpose-led brand GTR Tyre.

In doing so, we transformed an outdated brand aesthetic into a globally-minded system that was not only relevant but groundbreaking and set a new tone and level of design achievement for the entire automotive category.

Thus, our branding team successfully reborn, rebranded & transitioned 55 years old iconic brand General Tyre into GTR Tyre. We built an identity system that set us apart from the pack and established new journey rules for branding every customer touchpoint.

CORPORATE IDENTITY

STATIONARY

BRAND PURPOSE & MANIFESTO

LABELS

3D Tyres

CORPORATE WEBSITE

A new purpose-led experience for www.GTR.com.pk

The new brand imbued our holistic reimagining of the GTR website: a sleek, dynamic aesthetic that didn’t lose the new GTR grit. Brand Culture Network and our Digital Amplification agency Media Idee faced the challenge of modernizing the site architecture and making it easy for the target audience to navigate tyre types and designs.