Apollo Tyres' new TVC for its tubeless radials for passenger cars romanticises the road and highlights the traveller's relationship with it. The campaign has been developed by the agency Capital Advertising and was shot in forests, hills and scrubland that surround Capetown, South Africa. The commercial begins with a man standing on a cliff overlooking the sea, and alongside at the the winding hill he is supposed to travel. As the viewer sees him in other locations and moments through the ad, the voiceover says: "When you are in love, she will give you a high. She can tease you one moment, please you the next. She can take you for a ride. You can’t take her for granted, but you can always depend on her. Because you and she go places together." The voiceover ends with the product benefit of unmatched comfort and longer tyre life and then, "Apollo Tyres - The Road is A Friend".
Joy Mohanty, creative director at Capital and on the brand, said, "Apollo had been absent from media for a while, and the launch of its new range of tubeless tyres was a good opportunity to engage with the audience once again. Needless to say, client was looking for a differentiated idea, that would not only reinforce its premium image and advanced product quality, but also reflect its growing international stature." He added that while every other tyre company looks at the road as an adversary or an opponent that has be overcome, the agency's idea took a different view. "Our new technology tyres allow you to make the road a friend, a companion, that takes you on many great journeys," said Mohanty.
Marc Luyten, chief marketing officer, Apollo Tyres, said "The commercial so far has garnered a lot of positive reactions, mainly because our message comes through quite clearly. The images, play of colours and ambience lend it a vibrant sensation – it radiates a lot of warmth and a feeling of well-being. All this has been much appreciated by the viewers."
WATCH THE TVC
Executive Creative Director: Parshu Narayanan
Creative Director: Joy Mohanty
Copywriter: Joy Mohanty
Client servicing: Adrian Pillai
Account planning: Karan Bhandari
Production: Collective Films
Director: Greg Francois