BKT Tyres Launches Sound of BKT Campaign

MUMBAI: BKT Tyres has decided to hit a six in the most crowded advertising season of the year. The off-highway tyre leader, now expanding aggressively into India’s on-highway consumer tyre segment, has unveiled a lively new campaign called ‘Sound of BKT’ under its brand philosophy ‘Elevate Your Drive’. The high-energy brand anthem brings together 25 premier cricketers from all eight prominent Men’s T20 League franchises in one celebratory film.

Rather than a standard celebrity endorsement, the campaign invites fans and creators to participate through a simple, catchy ‘BKT Hook Step,’ a universal movement designed to be easy for anyone to replicate. The brand is also leaning heavily on sonic branding to create stronger recall during the cricket season.

BKT Tyres chief marketing officer Mahesh Koppad said the campaign marks a shift from passive sponsorship to active cultural participation as the company builds its presence in the consumer tyre market. “Cricket is deeply woven into India’s cultural fabric. We want fans to truly own this moment,” he noted.

The multi-phase campaign will unfold across digital platforms with influencer support, team-specific versions, and contests encouraging user-generated content throughout the T20 season.

By turning its long-standing association with Indian cricket into a participative, music-led movement, BKT is aiming to build early emotional connect with young consumers as it completes its entry into the everyday mobility space.