Mumbai: In a powerful collaboration, Apollo Tyres Ltd., India’s leading tyre manufacturer, and VML India, a global marketing transformation company, have launched their latest campaign, “Bring out the SUV in your SUV,” to promote the Apollo Apterra SUV Tyre Range. Designed to resonate with SUV owners across India, the campaign emphasizes the role of Apollo’s advanced tyres in unlocking the full potential of SUVs across diverse terrains.
At the heart of this campaign lies the idea that while SUVs are engineered for performance and versatility, their true potential can only be unleashed with tyres that match their power and capability. With Apollo’s Apterra range, equipped with 2X stronger technology, the brand promises superior performance on both urban roads and rugged trails.
Rajesh Dahiya, Vice President, Commercial, at Apollo Tyres, commented, “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.”
The campaign’s TVC stars legendary cricketer and Apollo’s long-time brand ambassador Sachin Tendulkar, showcasing how Apterra tyres enable SUVs to seamlessly navigate varying terrains. The film features dynamic visuals and punchy match cuts underscored by an energetic soundtrack — visually narrating a story of adventure, control, and transformation.
Babita Baruah, CEO, VML India, added, “Apollo Tyres as a company has always stood for breakthrough innovations. 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.”
Beyond product positioning, the campaign also looks to build a strong cultural connect among India’s SUV-loving audience.
Sundeep Sehgal, Senior VP & Executive Creative Director, VML Delhi, said,“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.”
Launched on April 1, 2025, the “Bring out the SUV in your SUV” campaign is now rolling out across TV, digital, and social media platforms, targeting urban SUV drivers, off-roaders, and automotive enthusiasts across India.
