Balkrishna Industries Ltd, the global off-highway tyre leader, is looking to strengthen consumer recall and emotional engagement during India’s Men’s T20 cricket season through a new culture-led campaign under its tyre brand BKT Tyres.
The company has launched a social media-driven initiative titled “Sound of BKT” under its brand philosophy “Elevate Your Drive”, as it sharpens focus on India’s consumer on-highway tyre market following its recent entry into the segment.
Anthem features leading cricketers
At the centre of the campaign is a high-energy anthem featuring 25 cricketers from eight major Men’s T20 franchises, aimed at creating a unified celebratory moment around the tournament.
Players from Kolkata Knight Riders, Royal Challengers Bengaluru, Sunrisers Hyderabad, Rajasthan Royals, Mumbai Indians, Gujarat Titans, Punjab Kings and Lucknow Super Giants feature in the campaign anthem.
The company said the initiative is designed not merely as a brand film, but as a participative platform encouraging fans, creators and communities to engage with the campaign.
Sonic branding at the core
A major strategic element of the campaign is sonic branding, with the company aiming to reinforce brand memory and emotional resonance during one of India’s most competitive advertising seasons.
BKT said it plans to consistently amplify the “Sound of BKT” across campaign assets to improve brand recall among consumers.
To drive mass participation, the campaign also introduces the “BKT Hook Step”, a simplified movement symbolising elevation and aspiration. The company said the step has been intentionally designed to be inclusive and easily replicable across audiences.
Company eyes emotional resonance
BKT Tyres said the campaign marks a strategic shift from conventional sponsorship visibility towards deeper cultural engagement as the company expands its consumer mobility portfolio.
BKT Tyres, Chief Marketing Officer, Mahesh Koppad said the company’s multi-season association with Indian T20 cricket had already helped establish strong brand visibility.
“Through the Sound of BKT campaign, we are moving beyond traditional on-ground branding to build a participative ecosystem that fans can truly own,” he said.
Koppad added that the “Elevate Your Drive” philosophy reflects the aspirations and momentum of young India while aligning with the company’s long-term growth ambitions in the consumer tyre segment.
Digital-first rollout planned
The campaign will roll out in phases across digital platforms with influencer-led amplification, team-specific edits and user-generated content contests throughout the cricket season.
The initiative also signals BKT’s growing emphasis on culture-led brand building as it deepens its presence in the two-wheeler, passenger vehicle and commercial vehicle tyre categories in India.
Expanding consumer portfolio
Founded in 1987 and headquartered in Mumbai, BKT operates across 163 countries with a portfolio of more than 3,600 specialised products catering to agriculture, industrial, mining, construction and material handling sectors.
The company recently announced its entry into India’s two-wheeler, passenger car and commercial vehicle tyre markets as part of its broader consumer mobility expansion strategy