Apollo Tyres, the Lead Sponsor of the Indian National Cricket Teams, has unveiled a new film that turns the spotlight onto the inspiring journeys of the Women in Blue.
An extension of the brand’s ‘Har Safar Mein Dum Hai’ campaign, the film carries forward the spirit of celebrating the arduous and often unseen journeys of athletes. It intimately captures the quiet, demanding and often lonely roads travelled by national icons Harmanpreet Kaur, Smriti Mandhana, Jemimah Rodrigues, Shafali Verma and Renuka Singh Thakur before they achieved global recognition.
Set to an original soundtrack, the film delves deep into the formative years of these champions, highlighting the unique struggles and unwavering resilience that defined their success. From a young Verma cutting her hair short to gain access to boys' cricket academies, Kaur challenging deep-set conventions in pursuit of her dream, and Mandhana getting inspired by her brother, to Rodrigues practising with boys and Thakur’s long commutes to training, the film celebrates the grit behind every milestone.
Commenting on the campaign, Neeraj Kanwar, Vice Chairman and MD, Apollo Tyres Ltd. said, “‘Har Safar Mein Dum Hai’ has always been about celebrating the journey alongside the destination. As we carry this philosophy forward, with immense pride we share the untold stories of our Women in Blue. Their journeys, filled with courage and conviction, are a source of inspiration for the entire country. This campaign is a tribute to their unwavering spirit and our commitment to championing the values of perseverance and excellence, reflecting the same passion and respect we hold for all of Indian cricket.”
Udyan Ghai, Group Head, Marketing, Apollo Tyres Ltd. added, “This is not about replicating a formula; this campaign is a heartfelt extension of our core belief. The cultural momentum behind women’s cricket is undeniable, and we wanted to honour that by ensuring our storytelling was authentic and deeply connected to their unique experiences. With this chapter of ‘Har Safar Mein Dum Hai’, we are engaging audiences with stories of resilience that resonate universally, reinforcing that every journey to the top deserves to be celebrated with equal passion.”
Sharing the creative vision behind the film, Simran Kanwar said, “Our vision was to create a film that felt distinct and deeply personal to the experiences of Harmanpreet, Smriti, Jemimah, Shafali and Renuka. While it stems from the same ‘Har Safar Mein Dum Hai’ ethos, the storytelling is uniquely tailored to reflect their individual struggles and triumphs. Through intimate storytelling and an emotionally driven soundtrack, we wanted audiences to connect with the heart behind women's cricket in India, powerfully reminding millions of young women across the nation that their journeys matter.”
The digital-first campaign will be amplified across high-impact digital touchpoints, with a comprehensive distribution strategy across YouTube and Meta platforms. The rollout will be supported by localised digital OOH, targeted influencer collaborations and interactive social media activations.
