Apollo sharpens focus on SUV segment with 'Bad Roads Go to Good Places' campaign
Mindshare, India’s largest full-service media agency, a part of Group M, launched an integrated media campaign for Apollo Tyres’ new range – Apollo Apterra AT2. This all-terrain tyre complements Apollo’s existing Apterra range including specialised Highway Luxury (HL), Highway Terrain (HT), High Performance (HP) and the All-Terrain (AT) tyres for the SUVs.
The riveting all-India TVC for Apollo Tyres’ SUV segment seeks to add more to ‘Bad roads go to good places’, which is the key message for the company’s tyres for SUV enthusiasts. The campaign aims at establishing Apollo Tyres as a high-technology brand, which has unmatched traction and durability and has been thoroughly tested in the toughest of conditions in South Africa before being introduced.
Mindshare used its proprietary tools like [m]Platform and Adaptive Marketing Framework to capture the interests of the auto enthusiasts. For Apterra, Mindshare partnered with online video platforms with a hybrid approach of behavioural targeting & high reach via Cricket (Ind-SA T20 series) and Entertainment (KBC). High affinity platforms and niche movie premieres were also utilised to establish the proposition. Partnering a leading auto-portal, Mindshare also did an off-roading day sponsorship. Taking the campaign a step further – key highways of India were identified for off-roading, and impactful creatives were being placed along them.
Commenting on the launch of the Apollo Apterra AT2 tyres, Satish Sharma, President, Asia Pacific, Middle East & Africa (APMEA), Apollo Tyres Ltd said, “We are sharpening our focus on the SUV segment in India, with specialised tyres for different terrains, as this vehicle segment is growing faster than passenger cars. The excellent test results, and the global efforts that have gone into developing the Apollo Apterra AT2, gives us the confidence that this tyre will set a new benchmark in the all-terrain tyre space, and will further propel our leadership in the SUV segment.”
Sharing her thoughts on the new campaign, Ruchi Mathur, Senior Vice President, Client Leadership, Mindshare North & East said, “There is an organic momentum in the SUV category and therefore, this was the perfect time to launch Apollo Apterra AT2. Our primary task was to decode, identify and then reach the SUV enthusiast. Given that we were talking to a niche segment, we needed a hyper customised approach, which our proprietary tool ([m]Platform) and framework (the Adaptive Marketing Framework), helped with. By leveraging these, we understood the interests of the target audience and converted these insights into a strong strategy and action plan, across offline and online channels. We played to the niche segment, but with scale.”
Apollo Tyres has also curated #BadRoadBuddies, a community for budding and existing off-roaders to come together and discover the unexplored beauty that beholds in this vast terrain that is India. The people who belong to this community are the ones who go the distance to make it through some of the harshest roads in the country to get breath-taking views and lifetime worth of experiences.