Mindshare collaborates with Apollo Tyres to unleash ‘The Beast’
Apollo Tyres in collaboration with Mindshare, India’s largest full-service media agency, a part of Group M, has launched an integrated 360-degree campaign for the launch of its two-wheeler radial tyres, Apollo Alpha. The ‘Beast’ is set to unleash itself through the digital platform YouTube and Facebook, following which the commercial will take over the other mediums like Television, Radio, Print and OOH. Through this power-packed campaign, Apollo Tyres is set to create a distinct spot for itself. The campaign is especially focused to garner the attention of Biking enthusiasts who are constantly on the move for their love of roads. It seeks to earn better brand visibility and immediate reach among the young, enthusiastic and adventurous.
Conceptualized by J Walter Thompson, produced by Small Fry Productions, and with Mindshare as the media agency, the riveting TVC for Apollo Alpha seeks to add more ‘thrill to the beast (bike)’, which is the key message for the company’s two-wheeler radial tyres. The campaign aims at establishing Apollo Tyres as a high-technology brand, which has introduced India’s first steel-belted radial tyres for the high-performance motorcycles.
There were two key aspects to address in media, while at the core is the high energy, risk taking millennial who is also conscious of safety, the additional task is to extend the halo of the Apollo Alpha brand on to the two wheeler tyres portfolio. We take a holistic view of media with the principle that all journeys begin and end in media – ‘Connected Journeys’. Time, location and (media) destination are the 3 dimensions of audience behaviour that have informed our choices in media – From genres, time bands and programming on TV to audience segments, time band, context and location on digital.
Sharing her thoughts on the campaign, Ruchi Mathur, Senior Vice President, Client Leadership, Mindshare North & East said “Our task was to bring alive the connected journeys for this campaign by leveraging our proprietary tools, platforms and partnerships, like [m]insights and the Adaptive Marketing Framework. We needed both scale and agility to address our discerning cohort of bike riders. You will see an interesting swing in this campaign - from leveraging high interest properties like MotoGP on digital, to creating thrill and adventure through Movie Festivals, to building reach through presence during Asia Cup 2018 reality shows like Bigg Boss.”
Commenting on the campaign launch, Satish Sharma, President, Asia Pacific, Middle East & Africa (APMEA), Apollo Tyres Ltd, said “This campaign on our two-wheeler radials is targeted towards those biking enthusiasts who like to ride carefree in their high-performance bikes, and would enjoy the cutting edge technology of Apollo Alpha. Our brief to the agency was to convey Apollo as a high technology brand, which has category leading products in its portfolio”
Apollo Alpha: 'Zero degree' steel belt Motorcycle Radial has been designed and developed in-house at Apollo Tyres’ Global R&D Centre, Asia in Chennai, with the primary focus on grip and safety, with optimised tread mileage. It has been designed with high silica reinforced compound for best grip during cornering and other forms of maneuverings.
Creative Agency: J Walter Thompson
Media Agency: Mindshare
Production Company: Small Fry Productions
Director: Andreas Bruns
DOP: Roland Stuprich
Music: German Wahnsinn