Apollo prefers to ‘Go The Distance’

14 Sep,2012

By A Correspondent

 

Apollo Tyres, keeping in mind customer expectations and the company’s growth journey, has repositioned Brand Apollo. The new Brand Promise of Safety and Go the distance, is being communicated through a mass corporate advertising campaign – You First, which to begin with has been launched inIndia, parts of theMiddle EastandEurope. While the logo of four circles representing the brand ethos of motivating people to move, embodying the dynamism and growth that the organisation brings to each customer was unveiled in 2009; the new brand communication was announced only recently.

 

Publicis Capital, the long-standing creative agency of the brand, has designed the new communication. When Apollo Tyres set about planning its new television commercial, the idea was to showcase the reality at Apollo – a customer-centric, quality-focused, global organisation. The TVC revolves around five young mothers each belonging to a different nationality. The young mothers indulge in some serious tyre testing on the Sepang Formula 1 race track inMalaysia. The TVC has been directed by French Film maker Lionel Mougin, and was shot by David Quesemand, a Dutch cinematographer.

 

The goal of Apollo’s brand communication is to change perceptions. Moving tyres from the commodity and grudge purchase category to a lifestyle category. The core brand idea revolves around ‘Go the distance’, and ‘Safety’ with the tyres enabling people to go the distance, safely. The brand promotion would focus on the functional attributes of: tyres, with Apollo promising tyres for nearly all needs; innovation; technology; excellence and global approach.

 

Apart from TVC and print media, the communication would also leverage digital media.

 

Apollo Tyres Ltd’s 2012-13 1st quarter sales increased by 12%, compared to the same quarter last year, to close the quarter at Rs 31.65 billion (Rs 3165 crore), while net profit grew by 79% to reach Rs 1.38 billion (Rs 138 crore) on the back of a more judicious product and customer mix.

 

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