Global marketing transformation company VML has partnered with Apollo Tyres Ltd., India’s leading tyre manufacturer, to launch its latest campaign, "Bring Out the SUV in Your SUV", promoting the Apollo Apterra SUV Tyre Range. The campaign, created by VML India, aims to resonate with SUV owners across India, highlighting the need for tyres capable of handling diverse terrains and conditions.
The campaign acknowledges the inherent versatility of SUVs, designed to conquer every terrain – from city streets to rugged landscapes. Apollo Apterra tyres, with their 2X stronger technology, are positioned as the ideal partner to unlock an SUV’s full potential, enhancing both city performance and off-roading capabilities.
“This campaign dives deep into the minds of SUV owners and understands that what they need for their vehicle is a tyre that can match its power. VML has positioned Apollo Apterra tyres as the best partner to help unleash the full potential of an SUV across all terrains in India – from city streets to rocky roads, smooth highways to uneven landscapes, chaotic city traffic to steep mountains,” said Rajesh Dahiya, Vice President, Commercial, at Apollo Tyres.
"Apollo Tyres as a company has always stood for breakthrough innovations," said Babita Baruah, CEO, VML India. "But more than that, it’s their vision to empower every vehicle owner on and off-road and bring out the best in their vehicle. That’s what adds meaning to every piece of work.”
The campaign’s centrepiece is a high-octane TVC featuring Indian cricketing legend Sachin Tendulkar, a long-standing brand ambassador for Apollo Tyres. The TVC showcases the seamless transitions of the SUV equipped with Apollo Apterra tyres across various terrains, emphasising the tyre's ability to deliver legendary performance.
Sundeep Sehgal, Senior VP & Executive Creative Director at VML Delhi, elaborated on the campaign's vision: "The idea is to go beyond selling tyres. To build and own a one-of-a-kind off-roading culture by empowering SUV owners to bring out the best in their SUVs.”
The TVC utilises smooth match cuts and energetic music to visually represent the effortless navigation of the SUV through urban and adventurous environments. This highlights the power of Apollo Apterra tyres in unlocking an SUV’s true potential.
The "Bring Out the SUV in Your SUV" campaign, launched on 1st April 2025, is set to roll out across various platforms, including television, digital, and social media, aiming to engage SUV owners and enthusiasts across the country.
