Mumbai: Experience Commerce (EC), an integrated digital agency within the Cheil Network, proudly extends its partnership with MRF Tyres for the 12th consecutive year, solidifying over a decade of collaboration. The agency's Mumbai team will continue to spearhead digital, tech, and media services for MRF Tyres, India’s largest tyre manufacturer, headquartered in Chennai.

For more than a decade, EC has led numerous impactful and innovative digital campaigns for MRF, such as the iconic 'Ride The Thrill' campaign and the 'Ride Along with MRF' community initiative that engaged biking enthusiasts across India. Additionally, the 'MRF Rain Day' campaign heightened safety awareness with interactive content, urging vehicle owners to check their tyres before monsoon. The 'MRF Super Fan' campaign, launched during the ICC Men’s Cricket World Cup, further boosted brand engagement by inviting fans to share personal stories and compete for the title of #MRFSuperFan. EC also played a pivotal role in the 'ACE of PACE' campaign, digitally promoting the hunt for India's fastest bowlers for the MRF Pace Foundation.

The agency demonstrated its expertise in overseeing high-profile campaigns by managing MRF's media planning and buying for the ICC Men’s Cricket World Cup 2023 on Hotstar.

With this renewed partnership, EC remains committed to amplifying MRF’s digital footprint by developing interactive content targeted at MRF's audience across social platforms, optimising media outreach through organic and paid strategies, and ensuring the MRF website is regularly updated and maintained.

MRF Tyres traces its roots to 1946, evolving from a small rubber balloon unit into a global tyre leader with a valuation of approximately USD 2.5 billion. Today, MRF ranks among the top 20 tyre manufacturers worldwide, offering a diverse range of products, including tyres for passenger cars, commercial vehicles, tractors, earthmovers, two-wheelers, and fighter aircraft. Its longstanding association with cricket via the MRF Pace Foundation underlines its commitment to sports and innovation.

Experience Commerce, VP - growth, Bhawana Daga expressed, “We are excited to extend our partnership with MRF Tyres. Over the past decade, MRF has become a key part of our agency family. The continuity of having the same dedicated team manage their account has allowed us to develop an in-depth understanding of their brand ethos and marketing needs. This long-term relationship has fostered a deep synergy, making it both rewarding and stimulating to work on their diverse campaigns. Our goal remains to deliver innovative digital and media solutions that enhance MRF’s market presence and drive sustained growth.”