BKT Tyres, the tyre mobility brand of Balkrishna Industries, has launched ‘BKT YOU FORWARD’, a 24x7 Journey Assistance Programme for two-wheeler riders across India. The initiative marks the company’s shift from a product-focused tyre brand to a mobility partner supporting customers beyond the point of sale.

The programme provides riders with access to a dedicated helpline for unexpected situations such as punctures, breakdowns and accidents. Services include towing, repairs, ambulance, cab and legal assistance, aimed at ensuring mobility continuity and reducing rider anxiety during journeys.

BKT Tyres has also launched a digital-first campaign film featuring veteran actor Rakesh Bedi. The film uses relatable storytelling to highlight everyday riding challenges and show how timely support can turn stressful roadside moments into reassuring experiences.

Mahesh Koppad, Chief Marketing Officer, BKT Tyres, said the programme reflects the company’s ‘Elevate Your Drive’ philosophy by building trust, continuity and assurance into every journey. He added that the initiative combines service infrastructure, real-time monitoring and defined escalation processes to strengthen customer engagement.

BKT YOU FORWARD is available across three plans: Basic Plan at Rs 99, Signature Plan at Rs 149 and Elite Plan at Rs 199, each with a two-year validity period. The programme is supported by Crossroads and Bi WW as partner agencies.