Amidst a crowded landscape of conventional endorsements during India’s Men’s T20 cricket season, BKT Tyres is attempting a different play, turning its long-standing sports association into a participative cultural platform aimed at building early consumer recall.
Balkrishna Industries Ltd. (BKT), the global off-highway tyre leader, which has recently entered India’s on-highway tyre segment and plans to complete its consumer portfolio later this year, BKT Tyres has unveiled an engaging social-media led campaign called ‘Sound of BKT’ under its brand philosophy, ‘Elevate Your Drive’.
At the heart of the campaign is a high-energy brand anthem uniting 25 premier cricketers across eight prominent Men’s T20 franchises who come together in a singular celebratory expression and encourage fans to elevate their drive and aim for bigger goals. More than a brand film, the anthem is designed as an invitation for fans, creators, and communities to participate and make the moment their own.
A key strategic layer of the campaign is the use of sonic branding. By amplifying the ‘Sound of BKT’ consistently across assets, the brand aims to strengthen memory recall and emotional connection during India’s most cluttered advertising season.
To enable mass participation, the campaign introduces the ‘BKT Hook Step,’ a simple, inclusive movement symbolizing elevation performed by all featured cricketers. Rather than launching a complex dance challenge, BKT has designed this as a universal expression that anyone can easily replicate, regardless of performance skill.
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.”
Cricketers from Kolkata Knight Riders, Royal Challengers Bengaluru, Sunrisers Hyderabad, Rajasthan Royals, Mumbai Indians, Gujarat Titans, Punjab Kings, and Lucknow Super Giants feature in the anthem, creating a single cultural moment that mirrors the collective energy of the tournament.
The campaign will roll out in phases across digital platforms, with influencer amplification, team-specific edits, and a participative contest format encouraging user-generated content over the course of the season.
The initiative builds on BKT Tyres’ multi-season association with Indian cricket, while signalling a sharper focus on culture-led brand building as the company deepens its presence in the consumer tyre space.
