BKT Tyres has launched a social media-led campaign, ‘Sound of BKT’, as it expands into India’s on-highway tyre segment and seeks to build stronger consumer recall among young audiences.

The campaign, under the brand philosophy ‘Elevate Your Drive’, features a high-energy anthem with 25 cricketers across eight Men’s T20 franchises. The anthem is designed to encourage fan participation rather than serve only as a conventional brand film.

A key element of the campaign is sonic branding, with BKT using the ‘Sound of BKT’ across assets to build recall and emotional connection during the cricket season. The campaign also introduces the ‘BKT Hook Step’, a simple movement performed by featured cricketers and designed for easy audience participation.

Mahesh Koppad, Chief Marketing Officer, BKT Tyres, said the campaign marks a shift from passive sponsorship to active emotional engagement as the company expands its consumer tyre portfolio.

Cricketers from Kolkata Knight Riders, Royal Challengers Bengaluru, Sunrisers Hyderabad, Rajasthan Royals, Mumbai Indians, Gujarat Titans, Punjab Kings and Lucknow Super Giants feature in the anthem. The campaign will roll out across digital platforms with influencer amplification, team-specific edits and user-generated content contests.