Following its announcement as the Lead Sponsor of the Indian Cricket Team, Apollo Tyres has unveiled a new brand campaign titled 'Har Safar Mein Dum Hai'. The campaign is anchored by a brand film featuring cricket icon Sachin Tendulkar alongside Team India players Virat Kohli, Rohit Sharma, KL Rahul, Shubman Gill and Arshdeep Singh, all seen in official Team India jerseys.
Set to A R Rahman’s Maa Tujhe Salaam and directed by filmmaker Abhinay Deo, the film traces the real-life journeys of the cricketers from childhood aspirations to representing India on the world stage. It highlights the role of family support, discipline and resilience in shaping their careers, while underscoring the standards required to earn and uphold the honour of wearing the national jersey.
The narrative charts the transformation of young dreamers into elite athletes who now carry the expectations of millions, portraying success as a result of sustained commitment rather than talent alone. Running parallel through the story is the presence of Sachin Tendulkar, positioned as a symbol of legacy and inspiration for generations of Indian cricketers.
Watch the campiagn video:
“This campaign reflects a core belief at Apollo Tyres that excellence is built through resilience, discipline and consistency. “'Har Safar Mein Dum Hai' is our tribute to the Indian spirit, and to the unyielding commitment it takes to be the best at what you do.” said Neeraj Kanwar, Vice Chairman and Managing Director, Apollo Tyres Ltd.
Sharing the creative perspective, Simran Kanwar who wrote the script and screenplay along with conceptualising the Ad film, said, “Har Safar Mein Dum Hai is not just about beginning a journey, it is about the relentless pursuit of excellence. It may be the only ad film to bring together some of the world’s finest sportsmen from a single sport into one film, set to 'Maa Tujhe Salaam', our cricket anthem. Together, these elements make the film truly iconic, capturing the spirit, pride and standards that define greatness at a global level.”
Speaking about the film, Devajit Saikia, Secretary, The Board of Control for Cricket in India (BCCI), said, “This film authentically captures the spirit of Indian cricket. It reflects the hard work, sacrifice and endurance required to represent the country at the highest level. The BCCI is proud to partner with Apollo Tyres, a brand that understands the importance of nurturing talent and celebrating the journey from grassroots ambition to world class mastery.”
Udyan Ghai, Group Head, Marketing, Apollo Tyres Ltd, said "The campaign is a strong articulation of Apollo Tyres’ brand philosophy, reinforcing its positioning around performance, endurance and reliability across its product portfolio. Drawing parallels with Indian cricket’s journey from India to the world, the film reflects Apollo Tyres’ own evolution as a global brand while strengthening its emotional connection with consumers.”
