Apollo Tyres, in partnership with VML India, has launched a high-impact campaign titled “Bring out the SUV in your SUV.” Starring cricket legend Sachin Tendulkar, the campaign showcases the performance of Apollo Apterra SUV Tyres across a range of real-world terrains.
Built to Perform on Every Terrain
Designed specifically for SUV owners, the Apterra range features 2X stronger technology. These tyres promise superior grip, durability, and control—whether you’re navigating city traffic or tackling off-road trails.
Importantly, the campaign positions the tyres as not just a utility, but an enabler of freedom and confidence on any journey.
Brand Leaders Speak on Strategy and Purpose
Rajesh Dahiya, Vice President, Commercial at Apollo Tyres, shared:
“We understand what SUV owners look for—a tyre that can match their vehicle’s strength. This campaign highlights how Apterra tyres perform across India’s diverse driving conditions, from smooth roads to rocky climbs.”
Adding to this, Babita Baruah, CEO of VML India, said:
“Apollo Tyres has always stood for meaningful innovation. With this campaign, we’re focusing on empowerment—encouraging every SUV driver to go further with confidence.”
Sachin Tendulkar Brings the Message to Life
The campaign film features Sachin Tendulkar behind the wheel, taking on rugged landscapes and city routes alike. His presence adds trust, while visually demonstrating the tyre’s performance in motion.
From a storytelling standpoint, Sachin represents both the everyday driver and the aspirational explorer.
More Than a Product Campaign
Sundeep Sehgal, Senior VP and Executive Creative Director at VML Delhi, elaborated:
“This isn’t just about tyres. It’s about building a lifestyle around off-roading and exploration. We want SUV owners to embrace the full potential of their vehicle—something the Apterra tyres make possible.”
Rolling Out Across Channels
The campaign is live across TV, digital platforms, and social media. Its bold visuals and action-driven narrative are tailored to reach SUV enthusiasts and everyday drivers alike.
With this launch, Apollo Tyres aims to own a larger emotional and performance-driven space in India’s growing SUV market.
