Mumbai-based BKT Tyres is taking a fresh route during India’s noisy T20 cricket season, and surprisingly, it doesn’t involve shouting louder than everyone else. Instead, the tyre giant is trying to make fans dance, sing, and perhaps unknowingly hum a tyre brand anthem while scrolling Instagram at 2 AM.
The global off-highway tyre leader, which is now aggressively expanding into India’s on-highway tyre market, has launched a new social-media driven campaign titled ‘Sound of BKT’ under its “Elevate Your Drive” philosophy. And unlike many tournament sponsorships that disappear faster than a middle-order collapse, BKT wants this one to stick in people’s heads, quite literally.
At the centre of the campaign is a high-energy anthem featuring 25 cricketers from eight major Men’s T20 franchises including Kolkata Knight Riders, Royal Challengers Bengaluru, Mumbai Indians, Gujarat Titans, Rajasthan Royals, Sunrisers Hyderabad, Punjab Kings, and Lucknow Super Giants. Instead of focusing only on flashy branding, the campaign attempts to create a participative cultural moment where fans themselves become part of the brand story.
The company is heavily betting on sonic branding, a strategy increasingly popular among global consumer brands. By repeatedly amplifying the “Sound of BKT” across digital assets and campaign touchpoints, the brand aims to build emotional recall during what is arguably India’s most cluttered advertising season. In simpler terms, BKT wants your brain to remember its tune before you even remember your next tyre change.
Adding to the campaign is the “BKT Hook Step,” a deliberately simple movement performed by all featured cricketers. Unlike impossible dance trends that require either professional choreography or functioning knees, BKT says the move is designed for everyone to replicate easily, making inclusivity a major part of the campaign strategy.
Speaking about the initiative, Mahesh Koppad, Chief Marketing Officer at BKT Tyres, said the company’s long-running association with Indian T20 cricket had already delivered strong visibility, but the brand now wants to evolve beyond passive sponsorships.
According to Koppad, as BKT expands deeper into the consumer mobility space with its on-highway tyre portfolio, the focus is shifting toward creating emotional connections with Young India through culture-led engagement. He added that cricket naturally offers the perfect platform because of its deep emotional and cultural relevance across the country.
The campaign will roll out in multiple phases across digital platforms with influencer collaborations, team-specific edits, and participative contests aimed at encouraging user-generated content throughout the cricket season.
For BKT, this is more than just another sports marketing exercise. It signals a larger ambition to reposition itself from being known primarily as an off-highway tyre specialist into a broader consumer mobility brand. And if the campaign works, India may soon witness something unusual — people voluntarily creating dance reels for a tyre company.
