Marketing Initiative Details
The press release announces the launch of a Diwali-themed marketing film titled "Worth the Wait" by Eurogrip Tyres, India's leading 2 & 3-wheeler tyre brand. The film was released on November 9, 2026, and explores the unique tradition of Chilla village near Chandigarh, which celebrates Diwali one day after the rest of the country.
Film Content and Theme
The film follows two riders traveling from Gurugram to Chilla to investigate this centuries-old custom. According to village elders, the tradition originated from an historical incident where the village's cattle went missing on Diwali eve and only returned the next day, leading the village to celebrate Diwali on the following day ever since.
The film is described as celebrating "tradition and human connection" based on real conversations with Chilla residents. The marketing message emphasizes that "the best stories are found off the beaten track" and encourages riders to discover lesser-known gems across India.
Production and Distribution
- Ideation: Team Eurogrip
- Production House: HR26 Films
- Agency/Film Promotion: Socialyse
- Release Date: November 9, 2026 (coinciding with Chilla's Diwali celebration)
- Distribution Channels: YouTube and Eurogrip's social media channels
- Social Media Handles: @eurogriptyres (YouTube), tvseurogrip (Instagram), TVS Eurogrip (Facebook)
Company Background Information
TVS Srichakra Limited, makers of Eurogrip, TVS Eurogrip and TVS Tyres brands, is:
- One of India's leading manufacturers and exporters of Two, Three-Wheeler tyres and Off-Highway tyres
- Incorporated in 1982
- Part of the USD 5 Billion TVS Mobility group
- Headquartered in Madurai with manufacturing facilities in Madurai (Tamil Nadu) and Rudrapur (Uttarakhand)
- Production capacity: over 3 million tyres per month
- Global presence: Products available in over 85 countries
- R&D capabilities: Design center in Milan, Italy supporting R&D center in Madurai
- Testing conducted in Indian, European, and Japanese road conditions