BKT Tyres Expands T20 Campaign With Fan Participation Push

Mumbai-based Balkrishna Industries Ltd. (BKT) has launched a new marketing campaign during India’s men’s T20 cricket season, using its long-standing association with the tournament to build consumer engagement as it expands into the on-highway tyre segment.

Called ‘Sound of BKT’, the campaign centres around a brand anthem featuring 25 cricketers from eight T20 franchises. The company said the initiative is designed to encourage fan participation through social media engagement and user-generated content.

BKT, traditionally known for its off-highway tyre business, recently entered India’s two-wheeler, passenger vehicle and commercial vehicle tyre segments as part of a broader consumer market expansion strategy.

As part of the campaign, the company has introduced a ‘BKT Hook Step’, described as a simple gesture intended to be easily replicated by fans and creators online. The campaign also incorporates sonic branding, with the company aiming to improve recall amid the high advertising activity of the cricket season.

Mahesh Koppad, Chief Marketing Officer at BKT Tyres, said the company’s marketing approach is evolving as it expands into the consumer tyre market. “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,” he said.

Players from Kolkata Knight Riders, Royal Challengers Bengaluru, Sunrisers Hyderabad, Rajasthan Royals, Mumbai Indians, Gujarat Titans, Punjab Kings and Lucknow Super Giants are part of the campaign.

BKT said the campaign will roll out in phases across digital platforms through influencer-led promotions, team-specific edits and participative contest formats during the course of the T20 season.