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Tag: Apollo Tyres

  • Mindshare collaborates with Apollo Tyres to focus on the SUV segment

    Mindshare collaborates with Apollo Tyres to focus on the SUV segment

    MUMBAI: Mindshare, India’s largest full-service media agency, a part of Group M, launched an integrated media campaign for Apollo Tyres’ new range – Apollo Apterra AT2. This all-terrain tyre complements Apollo’s existing Apterra range including specialised Highway Luxury (HL), Highway Terrain (HT), High Performance (HP) and the All-Terrain (AT) tyres for the SUVs.

    The riveting all-India TVC for Apollo Tyres’ SUV segment seeks to add more to ‘Bad roads go to good places’, which is the key message for the company’s tyres for SUV enthusiasts. The campaign aims at establishing Apollo Tyres as a high-technology brand, which has unmatched traction and durability and has been thoroughly tested in the toughest of conditions in South Africa before being introduced.

    Mindshare used its proprietary tools like [m]Platform and Adaptive Marketing Framework to capture the interests of the auto enthusiasts. For Apterra, Mindshare partnered with online video platforms with a hybrid approach of behavioural targeting & high reach via Cricket (Ind-SA T20 series) and Entertainment (KBC). High affinity platforms and niche movie premieres were also utilised to establish the proposition. Partnering a leading auto-portal, Mindshare also did an off-roading day sponsorship. Taking the campaign a step further – key highways of India were identified for off-roading, and impactful creatives were being placed along them.

    Commenting on the launch of the Apollo Apterra AT2 tyres, Apollo Tyres Ltd president, Asia Pacific, Middle East & Africa (APMEA) Satish Sharma said, “We are sharpening our focus on the SUV segment in India, with specialised tyres for different terrains, as this vehicle segment is growing faster than passenger cars. The excellent test results, and the global efforts that have gone into developing the Apollo Apterra AT2, gives us the confidence that this tyre will set a new benchmark in the all-terrain tyre space, and will further propel our leadership in the SUV segment.”

    Sharing her thoughts on the new campaign, Mindshare North & East senior vice president, client leadership Ruchi Mathur said, “There is an organic momentum in the SUV category and therefore, this was the perfect time to launch Apollo Apterra AT2. Our primary task was to decode, identify and then reach the SUV enthusiast. Given that we were talking to a niche segment, we needed a hyper customised approach, which our proprietary tool ([m]Platform) and framework (the Adaptive Marketing Framework), helped with. By leveraging these, we understood the interests of the target audience and converted these insights into a strong strategy and action plan, across offline and online channels. We played to the niche segment, but with scale.”

    Apollo Tyres has also curated #BadRoadBuddies, a community for budding and existing off-roaders to come together and discover the unexplored beauty that beholds in this vast terrain that is India. The people who belong to this community are the ones who go the distance to make it through some of the harshest roads in the country to get breath-taking views and lifetime worth of experiences.

  • Apollo Tyres sharpens focus on the SUV segment in India

    Apollo Tyres sharpens focus on the SUV segment in India

    MUMBAI: Apollo tyres have further consolidated their range in the SUV tyre segment with the launch of Apterra AT2, a tyre designed specially for the off-road enthusiasts.

    Designed and developed as a collaborative effort between the two Global R&D Centres — in Enschede, the Netherlands and in Chennai, India — and a cross-functional team comprising members from R&D, Manufacturing, Service, Business Quality and Marketing, Apterra AT2 has been thoroughly tested in the toughest conditions across various countries 

    Commenting on the launch, Satish Sharma, President, Asia Pacific, Middle East & Africa (APMEA), Apollo Tyres Ltd said,“We are sharpening our focus on the SUV-segment in India, with specialised tyres for different terrains, as this vehicle segment is growing faster than passenger cars. The excellent test results, and the global efforts that have gone into developing the Apollo Apterra AT2, gives us the confidence that this tyre will set a new benchmark in the all-terrain tyre space, and will further propel our leadership in the SUV segment.”

    The launch is supported by a high powered 360 media campaign. The first commercial for Apterra range developed by Wunderman Thompson along with the host of content for digital medium.

    Commenting on the launch, Joy Chauhan, Managing Partner Wunderman Thompson, Delhi, said, “Apollo Apterra’s latest campaign “Bad Road Go To Good Places” will not only resonate with every off-roading and adventure enthusiast but will also connect with travellers at large as it captures an extremely important life truth as well . The campaign platform gives us an opportunity to develop rich content and engagement with our target users. We have already launched a community for off-roading enthusiasts “Bad Road Buddies” to further build on the culture of off-roading in India as well as all the markets where Apollo Apterra is present.”

    “Bad roads lead to good places” is not just a philosophy but a way of life for an adventure seeker. Through this communication we wanted to change the stereotype of a “good place” in the consumers mind. We all know how a regular road leads to a regular mundane place, but when you push yourself and take-up a bad road, you reach an untouched, unexplored mythical place. It’s like hunting for a mystical, reaching a place which no one has ever seen. The campaign aims to pump-up all the existing and future SUV riders with a hope of opening up a new world of possibilities adds Sundeep Sehgal ECD Wunderman Thompson.   

    Apollo’s existing Apterra range including specialised Highway Luxury (HL), Highway Terrain (HT), High Performance (HP) and the All -Terrain (AT) tyres across various sizes catering to majority of SUV models.

  • Apollo Tyres ropes in Sachin Tendulkar – Signs a five-year association with the sports icon

    Apollo Tyres ropes in Sachin Tendulkar – Signs a five-year association with the sports icon

    MUMBAI: Apollo Tyres, the leading tyre maker, which has been going the distance with its sponsorship of the top English Premier League brand, Manchester United, over the last five years, has now roped in Sachin Tendulkar, one of the greatest cricketing icons of the world, as its brand ambassador for a period of five years. This is the first time that the company has associated with a celebrity as the face of its brand.

    For Apollo Tyres, this association with Manchester United and Sachin Tendulkar is in line with its brand strategy, to reach out and engage with its target audience globally. The association with Tendulkar, will help the company leverage on his fan following and popularity as a sports icon to drive home the company’s own message of making every journey a safe and inspiring one.

    Commenting on the association with Sachin Tendulkar, Neeraj Kanwar, Vice Chairman & MD, Apollo Tyres Ltd said, “Building the Apollo brand to its true potential is key to our growth. By securing Sachin Tendulkar’s association with our brand, we have embarked on an exciting journey together. I am sure this partnership will help us go the distance!”

    Sachin is one of the few sporting icons who have emerged stronger even post hanging his bat! He is an Indian sports icon who is known globally, much as what Apollo Tyres is attempting to do. Tendulkar being a car enthusiast also gels well for Apollo Tyres.

    In addition to it being the Global Tyre Partner for English Premier League club, Manchester United, Apollo Tyres also has a presence in the German Bundesliga, with its association with Borussia Monchengladbach. In India, it has a presence in the Indian Super League (ISL), being the principal sponsor of Chennaiyin FC, and in the I-League, with its title sponsorship of Minerva Punjab FC.

  • HBO & HBO HD bring you Academy Award winning war-drama, Dunkirk!

    HBO & HBO HD bring you Academy Award winning war-drama, Dunkirk!

    3rdOctober 2018, Mumbai, India: This isn’t your regular, stereotypical war movie with only gunshots and bombs. Dunkirk is a powerful anti-war movie that underscores survival as the only real victory. Get ready to experience an intense, powerful tale from World War II through masterful storytelling and ingenious background score! HBO and HBO HD bring you Christopher Nolan’s Academy Award-winning magnum opus, Dunkirk on Sunday, 7th October, at 1pm and 9pm!

    Co-presented by Dell, co-powered by Apollo Tyres and Titan Edge, and driven by Toyota Yaris, the movie recreates a hitherto untold survivor tale. Winning acclaim from critics and audiences alike, Dunkirk tells the story of almost 4,00,000 trapped men of the Allied Troops awaiting evacuation from a French beach and harbour. At the hands of the enemy via land and air, or the watery grave surrounding them, the men face the constant looming and uncomfortable threat of death.

    The expertly crafted film carried home three Oscars at the 90th annual Academy Awards, and for good reason. The storytelling stands out, by skilfully avoiding conventional formulae of romantic sub-plots or unbelievable acts of heroism by a central character. Nolan strips the premise to its bare essentials and rides on raw emotion, accompanied by long-time collaborator Hans Zimmer’s stellar background score which elevates the immersive experience. In true trademark style, he also plays with temporal worlds and gives an interesting non-linear perspective. From recreating Stuka sirens entirely on the basis of photographs, to weaving in vintage wool in uniforms, the recreation of this historical event boasts of almost $100 million, distinguishing the movie from other war-time films.

    The ensemble cast of veterans and newer faces brings alive the director’s vision on-screen. Starring Kenneth Branagh, Tom Hardy, Cillian Murphy, Fionn Whitehead and Harry Styles, Dunkirk is an unrelenting masterpiece that you ought not to miss!

    Fans can further immerse themselves in the saga, by tuning in to 94.3 FM Radio One. Everyday till Saturday, 6th October, none other than the maestro himself, Christopher Nolan talks about the making of Dunkirk!
    Experience the magic of terrific camerawork, sound design and narration that combine to create a cinematic masterpiece. Tune-in to HBO and HBO HD, on Sunday, 7th October, 1pm and 9pm, and ##ExperienceDunkirkOnHBO.

  • Tamil Thalaivas launches initiatives to promote kabaddi

    Tamil Thalaivas launches initiatives to promote kabaddi

    MUMBAI: Star India’s move to launch Star Sports Tamil has served as a launch-pad to consolidate its foothold in the Tamil market for its new initiatives. The newest franchise in Pro Kabaddi League (PKL), Tamil Thalaivas (TT), is taking full advantage of the channel and is spreading local love for sports across the state through its year-round initiatives.

    The franchise spent Rs 3.73 crore in the 2018 auctions by retaining the trio of Ajay Thakur (Rs 76.23 lakhs), C Arun (Rs 36.3 lakhs) and Amit Hooda (Rs 69.3 lakhs) before the auction forming the core for the side. It will host a slew of on-ground properties in its second year of operations with a goal to further the southern state’s rich kabaddi legacy.

    With a plan of year-round initiative, TT has started Corporate Kabaddi Fest which will be held at the Express Avenue Mall in Chennai from 17-19 August. The fest will have 32 corporates participating, including TCS, IBM, Renault, Cognizant, Apollo Tyres, Aradhaya Gold, Coca Cola, Ford Motors, HDFC Bank and more.

    Speaking to Indiantelevision.com, Tamil Thalaivas CEO Viren D’Silva said, “Our focus is on getting four partners for year-round activation and those four partners will get mileage and exposure for all our events.”

    After an overwhelming response to the residential academy, the franchise has also launched 20 schools of excellence which provide after-school training in Tamil.

    The corporate fest will not be live telecast, but will have seven episodes of one hour each at the prime-time. It will have both men’s and women’s teams participating for the glory. “IdhuNammaAatam” (this is our sport) is Tamil Thalaivas’ new expression for kabaddi.

    Elaborating on the team’s mission, D’Silva added, “We have lined up a number of exciting initiatives, which we will build year on year. We want to give back to the fans and communities who have given us so much love. Through these initiatives, we are inviting Tamil Nadu to be a part of every moment both on and off the mat because, in the end, IdhuNammaAatam – then, now and, forever.”

    The Corporate Kabaddi Fest will also feature Tamil movie stars, Vishnu Vishal and Andrea Jeremiah who, as “chief motivating officers”, will be cheering for the corporate teams. In a first, Tamil Thalaivas will also provide professional-level training to registered corporate teams in the two weekends preceding the event.

    A Star India spokesperson said, “Tamil Nadu has a rich sporting culture, that underpins the popularity of various sporting leagues including TNPL, Vivo PKL, IPL 2018, Hero ISL among others. Since Tamil Thalaivas was first introduced in season five of PKL, they have charted various initiatives such as the grassroots programme to build deeper affinity for the sport across the state. As the official broadcaster, we endeavor to bring alive truly inspiring and engaging stories from their initiative, Corporate Kabaddi Fest, which will be a part of the run-up to a bigger, more exciting new season six.”

    The Tamil Thalaivas’ kabaddi caravan will continue with Street Kabaddi and Tamil Thalaivas State Tour in the coming months.

  • Apollo Tyres announces three year partnership with Manchester United

    Apollo Tyres announces three year partnership with Manchester United

    MUMBAI: As part of this association, Apollo Tyres with its philosophy of ‘go the distance‘ will create football based play zones in local communities using recycled rubber in the UK and India and encourage healthy lifestyles among youngsters.

    Apollo Tyres, one of the leaders in tyre manufacturing and distribution, has announced a three year regional partnership with Manchester United Football Club, which will see Apollo Tyres become the Club‘s official tyre partner in the UK and India.

    Commenting on the announcement, Apollo Tyres chairman Onkar S Kanwar said, “This is a very important partnership for us as a company and clearly demonstrates our global ambitions for our business, and the brand. Very few sports platforms deliver a global profile and awareness and we believe the impact of this relationship will be significant in helping to make Apollo a globally recognisable brand.”

    A key element of the partnership will be a joint community commitment to encourage young people to ‘go the distance‘ and seek a higher level of excellence in building sporting skills and developing healthy lifestyles. Drawing on its philosophy, Apollo will build football pitches made from recycled rubber in local communities across the UK and India.

    The first ‘go the distance‘ pitch will be built within the grounds of Old Trafford before similar pitches are rolled out across the UK and India. This initiative will include some specific skills challenges, encouraging users of the Apollo football play zones to achieve excellence in control, agility, speed and precision.

    Kanwar continued, “It is a matter of great pride for us to introduce a new healthy living initiative under our corporate social responsibility (CSR), to create new play zones for the youth in the UK and India. In its aim to stimulate the next generations to go the distance, this association really brings to life our brand values of high performance, quality and excellence.”

    Manchester United Group MD, Richard Arnold commented, “Apollo Tyres is a leading player in the tyre industry and its rate of growth and development into new territories made it an attractive partner for the Club. With a combined fan base close to 46 million followers in both the UK and India, we are confident in providing Apollo with a captive audience.”

    “This partnership will allow Apollo not only to promote its brand, but also to engage and communicate with our fans, like we observed today with the skills demonstration. Manchester United is dedicated to youth investment and development, whether through our Academy or via the work we do in the community,” Arnold added.

    Over three decades old, Apollo Tyres is headquartered in Gurgaon, India, and has a manufacturing presence in Asia, Europe and Africa. The company exports to over 100 countries and is backed by a global workforce of approximately 16,000 employees.

  • Online players cash-in on Fifa World cup & score goals with web content: IAMAI

    Online players cash-in on Fifa World cup & score goals with web content: IAMAI

    BANGALORE: The Football world cup, which concluded last week, attracted sports lovers across the globe to the Internet. All major portals and mobile content providers in India had specially redesigned their content for the World Cup to feed the demand of football fans.

    Online add-ons such as mobile download of wallpapers of some of the popular football players and online and mobile games attracted the maximum number of fans to the internet, according to an official release from the Internet & Mobile Association of India (IAMAI).

    Says IAMAI president Dr Subho Ray, “The World Cup bonanza shows that the Internet has emerged not only as an alternative medium but as a parallel medium to a large section of the people in India. With the advent of broadband as well as mobile phones, it is possible to keep a track of the matches even on the go. Websites and mobile content companies are gradually realising the potential of both these mediums and hence are increasingly beefing up their content for such mega events and in the process successfully attracting more and more users and advertisers”.

    HT Media, for example, recorded a 5 per cent to 7 per cent increase in the online revenues, claims Hindustan Times GM Business Development Salil Kumar. Kumar also mentioned that the number of hits during the prime time period at 9 30 pm reached an average of 15,00,000, at post-midnight averaged 20,00,000 and evening 6 30 pm reached an average 5,00,000.

    According to Kumar, in terms of city-wise access to World Cup related activities, Delhi/Chandigarh topped with 40 per cent, followed by Mumbai 30 per cent, Pune 5 per cent, Ahmedabad 5 per cent, Bangalore 10 per cent, Hyderabad 5 per cent and others 5 per cent.

    States Sify Ltd VP Interactive Services Surya Mantha, “Thousands of clips of World Cup football related content were viewed on Sify’s broadband portal Sify Max in the first two weeks of the tournament”. He added that the most watched clip was related to the Brazil v/s France match on 2 July, which was viewed 25,000 times.

    Soccer fans around the world treat their favourite sport as a religion and hence increasingly want to know more and more about their favourite players. This has resulted in an offbeat category on websites, which provides other such information to the football fans. In the offbeat category, Mantha says, “A video featuring the wives/girlfriends of star football players was the most popular”.

    Online advertisers took full advantage of the World Cup fever. MSN India had advertisers such as Lenovo and LIC Housing, informs MSN India Sales and Marketing head R. Rajnish. He also mentioned that netizens mostly in the age group of 18-35 years visited their website for World Cup related activities, the release adds.

    “For Rediff.com”, says chief media revenue officer Arvindra Kanwal, “increased page views resulted in more ad inventory which in turn resulted in better revenue”. He adds, “Football as a platform brought a set of advertisers like Ranbaxy, Maruti Swift, Gillette, Microsoft, Apollo Tyres and others. Our response in page views and sponsor interest mirrored cricket and largely caught the interest of Sec A & B urban audiences in eight metros. Smaller towns were slow to respond”.

    Airtel on the other hand was one of the presenting sponsors of the Fifa World Cup on ESPN, which had the exclusive telecast rights. It provided soccer fans World Cup updates, sourced from ESPN Mobile. It also offered the official song of the FIFA World Cup as a Hello Tune & Ringtone for all Airtel customers.

    Says Bharti Airtel Ltd joint president (Mobility), “Football and World cup related content were among the most popular downloads on Airtel Live, the multi-access entertainment portal of Airtel. As per data available over the last 30 days, the official Fifa World Cup game is among the four most downloaded games. In this visually engaging game, gamers experienced the 12 official stadiums as they took one of their 32 national teams from qualification to glory. ‘Time of Our Lives’, ballad by Il Divo & Toni Braxton, which was the official Fifa World Cup song, has been among the top 10 downloaded songs in the non-film category on Airtel. Football related images were among the top five downloaded wallpapers.”