BKT tyres launches T20 campaign with 25 cricketers across eight teams

Balkrishna Industries Ltd. (BKT Tyres) has launched a new social media campaign during India's T20 cricket season. The campaign features 25 cricketers from eight major franchises. BKT aims to expand its presence in India's on-highway tyre market through this initiative.

Key Highlights

• BKT Tyres launches T20 campaign with 25 cricketers from eight franchises
• The campaign aims to boost engagement as BKT enters on-highway tyre market
• Initiative includes social media contests and influencer-led promotions

Campaign Details and Objectives

The campaign, called 'Sound of BKT,' centers on a brand anthem and encourages fan participation. BKT uses its long-standing association with the T20 tournament to build consumer engagement. The company invites fans to join through social media and user-generated content.

BKT has traditionally focused on off-highway tyres. Recently, it entered the two-wheeler, passenger vehicle, and commercial vehicle tyre segments in India. This move is part of a larger strategy to reach more consumers in the on-highway market.

Marketing Approach and Fan Engagement

As part of the campaign, BKT introduced the 'BKT Hook Step.' This gesture is simple so fans and creators can easily replicate it online. The campaign also uses sonic branding to improve brand recall during the busy cricket advertising season.

Mahesh Koppad, Chief Marketing Officer at BKT Tyres, said the company is shifting its marketing strategy. He noted that BKT's multi-season association with the Indian T20 League has built strong brand visibility. As BKT moves into the consumer on-highway tyre market, it aims to create a deeper emotional connection with consumers.

Franchises and Rollout Strategy

The campaign features players from Kolkata Knight Riders, Royal Challengers Bengaluru, Sunrisers Hyderabad, Rajasthan Royals, Mumbai Indians, Gujarat Titans, Punjab Kings, and Lucknow Super Giants. BKT will roll out the campaign in phases across digital platforms. The strategy includes influencer-led promotions, team-specific edits, and participative contests during the T20 season.

BKT's campaign reflects its broader effort to transition from a passive sponsor to an active presence in the consumer tyre market. The company seeks to leverage the popularity of T20 cricket to reach a wider audience as it expands its product offerings.

Also Read: Balkrishna Industries to Invest Rs 6,800 crore to boost tyre and carbon black capacity by FY29

CarBike 360 Says

With this large-scale T20 campaign, BKT Tyres reinforces its strong association with cricket while expanding its brand visibility among millions of fans. By collaborating with 25 prominent cricketers across eight franchises, the company is strategically tapping into the sport’s massive reach, ensuring deeper audience engagement and strengthening its position as a key supporter of global cricket.