Brand Culture Network

Gtr Tyre (General Tyre)

The Rebirth of Icnonic Brand


360º INTEGRATED MARKETING CAMPAIGN

Re-Branding & Creative Transformation
winning-brands

The Rebirth of Iconic Brand

The Generation of Achievers

The Rebirth, Rebranding and Creative Transformation from Perception Re-Shaping to Transition of 55-year-old iconic global brand General Tyre into GTR, the No.1 Selling Tyre Brand.

A brand formerly owned by General Tyre & Rubber Company / Continental AG Germany.

Deliverables:

Cultural Branding

Brand Purpose

Brand Manifesto

Brand Culture Strategy

Brand Anthem

Brand Capsule

Branding

Brand Nomenclature

Brand Identity & Stationary

Brand Styling Guide

Label & Packaging

Product Cataogue

Annual Report

Key Visuals

Retail Branding

Office Branding

Pylon Tower

Tyre Displays

Give Aways

Creative

Re-Branding

Creative Transformation

Perception Reshaping

Creative Platform

Ideation & Storytelling

Ad Films

Brand Identity Revealing Video

Corporate Documentary

PR Video

Print Ads & OOH

Digital & Social

Digital

Corporate Website

Digital & Social Marketing

Event

Event Theme & Management

Logo Revealing Ideation

Invitation Card

Dealer Achievemnt Certificats

Annual Sales Conference

Float Activation

Expo Exhibition Stall

Productions Management

Producing Films & 3D Tyre Range Animations

Anthem Film

Ad Film

Corporate Film

Identity Revealing Film

Identity Revealing Event Video

PR Video

3D Tyre Range Animations

Production Designing & Planning

Director Board & Treatment Note

Celebrity Management

Digital Shoutouts Celebrity

Shoot & Post Production

Media

Print & TV

Digital & Social

Media Buying & Planning

PR

Press Coverage

PR Coverage TV

GTR
Every Journey Has A Destination

The Challenge

General Tyre, a 55-year-old iconic global brand formerly owned by General Tyre & Rubber Company / Continental AG Germany, faced a significant challenge: transforming its brand perception and reconnecting with a younger, more dynamic audience. Research revealed that General Tyre’s brand persona was weak, with poor brand engagement and identity. The younger generation viewed it as an outdated brand, geared towards older consumers, and didn’t feel any connection to it.

GTR
Every Journey Has A Destination

The Solution

The solution was clear: a complete rebranding and creative transformation to transition General Tyre into a purpose-led brand. The new brand name, GTR, was born, symbolizing a bold, dynamic, and progressive shift. With a focus on future product line extensions in the automotive category, GTR needed a unique brand culture that could resonate with the modern youth.

Our Approach

The goal was to define the brand purpose and culture, breathing new life into the iconic General Tyre while aligning it with a youthful, ambitious spirit. Leveraging 55 years of expertise, German engineering, and testing in Japan and Europe, GTR was refined to fit all road conditions, empowering youth to move forward safely and confidently.

GTR gives youth the ability to move forward, alleviating their worries and making their journey safer, all while empowering them to reach their ultimate destination—their dreams.

Brand Culture Hive

Building a New Identity

Brand Culture Network’s strategic toolkit, the Brand Culture Hive, was used to shape the brand purpose, manifesto, and culture strategy. This toolkit helped craft the brand narrative and establish the creative direction: “The Generation of Achievers”. Our mission was to create communications that inspire and amplify this brand journey across all mediums.

Brand Purpose

Enabling Dreams, Embracing Journeys

Manifesto

The Generation of Achievers

Rebirth & Rebranding of iconic Brand

We reworked the brand architecture, modernizing the identity system to create GTR Tyre—a new brand name, identity, and monogram. The result was a new bold and progressive identity that set a new tone for the automotive category. This rebranding effort was designed to appeal to modern sensibilities while staying grounded in the brand’s rich history.

Brand Identity

The GTR Identity is a masterclass in minimalist design, drawing its foundational inspiration from the circular form, emblematic of a tyre, life, and perpetual movement.

Two intersecting circles are skillfully manipulated to craft the iconic letters “GTR”. A standout feature is the red rectangular triangle seamlessly integrated into the design, forming the central part of the letter “G”, symbolizing the “Generation of Achievers” who are always on the move towards excellence.

The metallic treatment of the lettering exudes a sense of modernity and strength, set against a stark black background. The word “Tyre” is elegantly juxtaposed in white, separated by a sleek slash line, anchoring the brand’s core offering.

Beyond its visual appeal, the logo embodies the enablers of dreams, empowering the generation of achievers to embrace their journey. This sentiment reinforces the brand’s commitment to being more than just a tyre brand but a partner in life’s journey.

Stationery

Labels

3D Tyres

Bringing our creative platform to life

The Generation of Achievers

Through captivating storytelling, we brought the creative platform to life with the tagline, “Every journey has a destination.” The campaign follows the journey of a young achiever, showcasing beautiful landscapes, robust infrastructures, and rough tracks—symbolizing the challenges of life’s journey. As a reliable journey partner, GTR Tyre ensures safety, comfort, and a smooth ride, empowering young achievers to reach their dreams.

We collaborated closely with our strategic partners and communications platforms to ensure the brand message resonated deeply across all channels.

Achieving The Unachieved

Our global and regional teams, under the leadership of creative director and filmmaker Ehmer Kirmani, worked relentlessly to breathe new life into this project. With a focus on passion, creativity, and teamwork, the transformation of General Tyre into GTR Tyre was not just a rebranding effort—it was a movement toward empowering the next generation of achievers.
MARCOM NETWORK AGENCIES

  • Brand Culture Network | A Brand-First Marcom Agency
  • Creativecom | A Brand-First Creative Agency
  • Media Idee | A Brand-First Amplification Agency
  • MI Films Worldwide | A Brand-First Production Agency
  • Founder, Chief Creative & Filmmaker: Ehmer Kirmani
  • Co-Founder & ECD: Laur Barbu
  • Executive Director – MENA: Xahid Rashid

NETWORK GLOBAL TEAM

  • Creative Director (Copy): Jonathan Olivier
  • Lead Strategists: Tuudor Lonut
  • Brand Culture Strategists: Hasita Raisinghani
  • Chief Architect & Designer: Ar. Purnia Farrukh
  • Business Director: Sophia Melek

NETWORK REGIONAL TEAM

  • Creative Director Amplifications: Shakeel Qureshi
  • Art Director: Syed Imran Uddin
  • Associate Creative Director: Syed Arsalan Ali
  • Account Manager: Abeer Ullah Ansari
  • Project: Team: Hussain Shakil, Muhammad Rashid & Faizan Rehman

MEDIA PULSE & MEDIA MATTERS TEAM

  • Founder & CEO: Aleem Durrani
  • Director: Natasha Durrani
  • Business Director: Adeel Raza
  • Account Director: Mohammad Ashar Noman
  • Account Manager: Syed Muhammad Masud

GTR MANAGEMENT & MARKETING TEAM

  • CEO/MD: Hussain Kuli Khan
  • Executive Director Marketing: Muhammad Amin Khan
  • GM Marketing Services: Ali Asad Usmani
  • Marcom Consultants: Mahmood Nanji & Aleem Duraani
  • Featuring Film & TV Star: Bilal Ashraf

FILM PRODUCTIONS TEAM

  • Ideation, Storytelling & Direction: Ehmer Kirmani
  • Managing Partner: Farrukh Kemall
  • Art Direction Film: Ar. Purnia Farrukh
  • Executive Producer: Sherry Brik
  • Creative Producer: Shakeel Qureshi
  • DOP: Zain Haleem
  • AD: Syeda Maryam & Ather Zaidi
  • Project Manager / BTS: Reehana Latif
  • Camera Car: Islamuddin
  • B-Roll DOP: Ali Haider Baloch
  • Celebrity Management: Syed Noman Alam
  • Fashion Stylists: Vardah Aziz
  • Makeup: Nadeem William
  • Stills: Iftikhar Ahmed
  • Sound: Mono Productions
  • Composer: Asif Noorani
  • Vocalists: Sebastian & Juan
  • Voice Over: Nad-e-Ali
  • Color Grading: Zari Mohd @ Big Foot
  • Production House: MI Films Worldwide

360º Integrated Marketing Campaign

The Generation of Achievers

GTR
Every Journey Has A Destination

The Result

The re-branding and creative transformation of General Tyre into GTR Tyre successfully reshaped its brand perception among younger audiences. The campaign was a resounding success, making GTR Tyre youthful, modern, and dynamic—empowering the younger generation in their journeys.

The transformation resulted in a 3X acceleration in growth, far exceeding industry benchmarks and solidifying GTR’s position as the No.1 selling tyre brand.

Digital Transformation

A critical component of the rebrand was the digital transformation of the GTR website. In collaboration with Media Idee, we reimagined the website to reflect the brand’s new dynamic, sleek, and modern aesthetic, while maintaining the grit and reliability of GTR Tyre. This transformation made it easier for users to navigate tyre options and explore designs, offering a seamless and purpose-driven experience for the modern consumer.

OOH Digital

OOH Traditional

Key Visuals

Annual Report 2024

Print Ads

Digital Shoutouts

Digital Social Pages

Annual Report

Exhibition Stall

Calendar

GTR - The Official Tyre Partner of Peshawar Zalmi

The number 1 Franchise of the Pakistan Super League (Cricket) in terms of media and brand value. A step toward strengthening the GTR Brand Purpose, “The Generation of Achievers.”

GTR Tyre – Peshawar Zalmi is providing a platform to the upcoming young cricket players by giving them the opportunity to play with national and international players in PSL and training through international coaches to improve their playing skills.

By embracing this journey, their dream enables them to showcase their natural talent and performance to become achievers, as every journey has a destination.

Brand Identity Revealing - Tactical Campaign

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.

See the tactical campaign & all the branding work.

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