India, May 14 -- BKT, which operates under the BKT Tyres brand, has launched a social media-led campaign aimed at strengthening consumer recall as it expands into India's on-highway tyre market.

The company said the campaign, titled "Sound of BKT", forms part of its "Elevate Your Drive" brand platform and coincides with India's men's T20 cricket season.

The initiative centres on a brand anthem featuring 25 cricketers from eight T20 franchises, including Kolkata Knight Riders, Royal Challengers Bengaluru and Mumbai Indians. The campaign is designed to encourage participation from fans and digital creators through user-generated content and social media engagement.

BKT said the campaign also uses sonic branding to improve brand recogniti...