Apollo Tyres has launched a new campaign titled “Bring Out the SUV in Your SUV”, aimed at promoting its Apterra SUV tyre range.
Conceptualised and executed in partnership with VML India, the campaign spotlights the brand’s commitment to innovation, performance, and versatility in the SUV segment.
The campaign highlights the growing expectations of SUV owners in India, who demand tyres that can seamlessly transition between diverse driving conditions — from urban roads to off-road adventures.
The centrepiece of the campaign is a high-energy TV commercial featuring Sachin Tendulkar, the long-standing brand ambassador for Apollo Tyres.
The ad showcases an SUV navigating effortlessly across varying landscapes, emphasising the Apterra tyres’ capability to deliver reliable performance in every scenario.
The campaign marks a strategic push by Apollo Tyres to build a stronger brand identity in the SUV tyre category while also nurturing a culture of off-roading in India.
The “Bring Out the SUV in Your SUV” campaign went live on April 1, 2025, and is being rolled out across television, digital, and social media platforms, targeting SUV drivers and auto enthusiasts across the country.
Link to the campaign:
“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,” said Rajesh Dahiya, Vice President, Commercial, Apollo Tyres.
“Apollo Apterra tyres are the best partner to help unleash the full potential of an SUV — from city streets to rocky roads, chaotic traffic to mountainous terrains.”
“Apollo Tyres has always stood for breakthrough innovations,” said Babita Baruah, CEO of VML India. “But more than that, it’s their vision to empower every vehicle owner on and off the road. That’s what adds purpose to the brand’s communication.”
“The idea is to go beyond selling tyres — it’s about owning a space in the off-roading culture and inspiring SUV owners to go further,” said Sundeep Sehgal, Senior VP & Executive Creative Director, VML Delhi.
