Mumbai: Balkrishna Industries Ltd. (BKT), the global off-highway tyre manufacturer, is expanding its sports marketing strategy beyond conventional sponsorships with the launch of its new social-media-led campaign, ‘Sound of BKT’, during India’s Men’s T20 cricket season. As the company strengthens its presence in India’s on-highway tyre market, the campaign aims to build deeper emotional connections and stronger consumer recall through culture-led engagement.
Created under BKT Tyres’ brand philosophy, ‘Elevate Your Drive’, the campaign features a high-energy anthem bringing together 25 cricketers from eight major Men’s T20 franchises. Designed as a participative platform rather than a traditional advertisement, the initiative encourages fans, creators, and online communities to engage with the campaign through music, movement, and user-generated content.
A key element of the campaign is its focus on sonic branding. By consistently amplifying the ‘Sound of BKT’ across campaign assets, the company aims to create stronger brand memory and emotional resonance during one of India’s most competitive advertising seasons.
The campaign also introduces the ‘BKT Hook Step’, a simple and inclusive movement performed by the featured cricketers. Instead of creating a complex dance challenge, BKT has positioned the hook step as an easy-to-replicate expression symbolising ambition and elevation, allowing broader audience participation.
Speaking on the intent behind the initiative, Mahesh Koppad, Chief Marketing Officer, BKT Tyres, said, “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. 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.”
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 collective celebration of cricket and youth culture.
The campaign will roll out in multiple phases across digital platforms, supported by influencer collaborations, team-specific edits, and participative contests aimed at driving fan engagement throughout the season.
With ‘Sound of BKT’, the company is signalling a sharper focus on culture-led brand building as it continues to expand its footprint in the consumer tyre segment.
