BKT Tyres has launched a new campaign titled “Sound of BKT” during India’s ongoing Men’s T20 cricket season, aiming to move beyond traditional sponsorships and build stronger emotional connections with young consumers. 

The Mumbai-based tyre manufacturer, officially known as Balkrishna Industries Ltd., is leveraging its long-standing association with cricket to create a more interactive and culturally driven marketing strategy. The initiative comes at a crucial time as the company expands into India’s on-highway tyre segment, including passenger cars, two-wheelers, and commercial vehicles. 

At the center of the campaign is a high-energy anthem featuring 25 cricketers from eight major Men’s T20 franchises, including teams such as Kolkata Knight Riders, Royal Challengers Bengaluru, Mumbai Indians, and Gujarat Titans. The anthem is designed not only as a promotional film but also as a participative cultural platform encouraging fans and creators to engage with the brand. 

A key highlight of the campaign is its focus on sonic branding. Through the repeated use of the “Sound of BKT” theme across digital assets, the company aims to strengthen brand recall during one of India’s most competitive advertising periods. 

To further drive audience participation, BKT introduced the “BKT Hook Step,” a simple and inclusive movement performed by the featured cricketers. Unlike complex dance trends, the hook step has been designed for easy replication by fans across social media platforms, helping generate user-created content and community engagement. 

Speaking about the campaign, Mahesh Koppad, Chief Marketing Officer at BKT Tyres, stated that the company’s marketing strategy is evolving from passive visibility to active emotional resonance as it expands its consumer portfolio in India. He added that the “Elevate Your Drive” philosophy aligns with the ambitions and energy of young India. 

The campaign will roll out in multiple phases across digital platforms with influencer collaborations, team-specific edits, and fan participation contests throughout the T20 season.