Brands
IPL 2021: BKT Tires to sponsor 7 teams as official tire partner
MUMBAI: Balkrishna Industries has entered into sponsorship agreements with seven teams in the upcoming season of the Indian Premier League. BKT Tires will be the official tire partner for Mumbai Indians, Chennai Super Kings, Delhi Capitals, Royal Challengers Bangalore, Kolkata Knight Riders, Punjab Kings and Rajasthan Royals in the league. The season marks BKT’s first collaboration with Royal Challengers Bangalore, and the second consecutive partnership with the remaining six teams, following IPL 2020.
Balkrishna Industries joint managing director Rajiv Poddar said, “We are elated to be a part of this huge cricketing event that is known to bind our entire nation, for yet another season, after key-collaborations with the biggest global leagues. As the premier league returns this year to India, we are sure that this will be a time of growing greatly together, as we all unite to celebrate one of the most popular sporting events of our times.”
Indian multinational group Balkrishna Industries Ltd (BKT Tires) is a global player in the off-highway tire market. However, the tie-up with IPL is not its first partnership with sports leagues. The company has been a known supporter and follower of sporting events all over the world, courtesy its associations with a variety of games, be it cricket, football, or kabaddi.
It has been the official and exclusive tire manufacturer for American motor show Monster Jam since 2014 and has also been the title sponsor of several European football competitions.
In India, the tire brand had a partnership with eight out of twelve teams of the Pro Kabaddi League in the 2019 season. IMG Reliance is the exclusive sports consulting agency for BKT in India.
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
