From steel pipes to steel door frames, APL Apollo enters new category

APL Apollo, India’s largest manufacturers of steel pipes, has launched an innovative product – Apollo Chaukhat with a national campaign on TV. The film features its Brand Ambassador Mr. Amitabh Bachchan in a fun filled family setting.

Talking about the product, Sanjay Gupta, Chairman, APL Apollo said that, “We are looking at creating a new category i.e. Steel door frames which will address the concerns of environment as well as the economy. He said that APL Apollo Chaukhat aims to replace wooden door frames, ensure longer product life at a much lower cost. The campaign has been launched through Television nationally.”

Conceptualized and produced by Crayons Advertising, the film packs in the right dose of humour and product information, delivered by Mr. Amitabh Bachchan. The film conveys the ease and utility of steel door frame in a dramatized and lighter way.

Speaking on the campaign, Mr. Ranjan Bargotra, President, The Crayons Network, said that, “This campaign is not just about creating awareness but also about creating a ‘Category’ and that’s why we are very excited about it. It feels great to be part of a Brand being built from scratch.”

Creative team: Rondeep Gogoi, Aejazz Ahmed, Sachin Kamra

Account Management: Ranjan Bargotra, Anil Kapoor

Apollo Chaukath:

ECD: Rondeep Gogoi

Copywriter: Sachin Kamra

Account Management: Ranjan Bargotra, Anil Kapoor

Director: Dadu (QED Films)