BKT Tyres Launches ‘Sound of BKT’ Campaign During India’s T20 Season

As brands continue to compete for attention during India’s high-decibel Men’s T20 cricket season, BKT Tyres is attempting to cut through the clutter with a culture-led campaign that moves beyond conventional sponsorship visibility.

The company has unveiled ‘Sound of BKT’, a social-media-first campaign built around participation, sonic branding, and fan engagement under its broader brand philosophy, ‘Elevate Your Drive’.

The initiative comes at a significant phase for Balkrishna Industries Ltd. (BKT), the global off-highway tyre manufacturer, which recently entered India’s on-highway tyre category and is expected to complete its consumer portfolio expansion later this year.

At the centre of the campaign is a high-energy anthem featuring 25 cricketers from eight leading Men’s T20 franchises. Designed as more than just a traditional brand film, the anthem aims to create a participative cultural moment by encouraging fans, creators, and online communities to engage with the campaign in their own way.

A major strategic focus for the brand is sonic identity. By repeatedly amplifying the ‘Sound of BKT’ across campaign assets and digital touchpoints, the company is aiming to strengthen memory recall and build a stronger emotional association with consumers during one of India’s most saturated advertising periods.

The campaign also introduces the ‘BKT Hook Step’, a simplified celebratory movement performed by all featured cricketers. Unlike complex influencer-driven dance trends, the gesture has been designed as an accessible expression that audiences across age groups can easily recreate and share online.

Speaking about the strategy behind the campaign, Mahesh Koppad said the brand’s marketing approach is evolving alongside its business ambitions in the consumer tyre market.

“Our multi-season association with Indian T20 League has successfully established robust brand visibility. However, as BKT transitions into a comprehensive mobility provider in the consumer on-highway tyre market, our marketing must evolve from passive sponsorship to active emotional resonance,” said Koppad.

“Cricket is an intrinsic part of India's cultural fabric. Through the ‘Sound of BKT’ campaign, we are moving beyond traditional on-ground branding to build a participative ecosystem that fans can truly own. The core philosophy of ‘Elevate Your Drive’ perfectly mirrors the rising ambitions, energy, and forward momentum of Young India, values that directly reflect BKT’s strategic trajectory as we expand our consumer portfolio,” he added.

The anthem features players from franchises including Kolkata Knight Riders, Royal Challengers Bengaluru, Sunrisers Hyderabad, Rajasthan Royals, Mumbai Indians, Gujarat Titans, Punjab Kings, and Lucknow Super Giants, bringing together a cross-franchise representation intended to reflect the collective energy surrounding the tournament.

The campaign will roll out in multiple phases across digital and social media platforms, supported by influencer collaborations, team-specific edits, and participative contest formats designed to encourage user-generated content throughout the season.

The initiative further strengthens BKT Tyres’ long-standing association with Indian cricket, while also signalling a broader shift toward culture-led marketing and audience participation as the company sharpens its focus on India’s growing consumer tyre market.