AD Infinitum: Add Thrill To Life

Biking Enthusiasts’ Love of roads is relentless. Keeping this in mind, Apollo Tyres in collaboration with full-service media agency Mindshare, a part of Group M, has kicked off an integrated 360-degree campaign for the launch of its two-wheeler radial tyres, Apollo Alpha. Through this power-packed campaign, Apollo Tyres is looking to establish better brand visibility and im­mediate connect with the young, enthusiastic and adventurous.
 
 Conceptualised by J. Walter Thompson and produced by Small Fry Productions, the 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 to establish Apollo Tyres as a high-technology brand, with its steel-belted radial tyres for high-performance motorcycles.

The TVC seeks to address two key aspects. While at the core is the high-energy, risk-taking millennial who is also conscious of safety, the additional task is to extend the Apollo Alpha brand to the two-wheeler tyres portfolio. Mindshare takes 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 three dimensions of audience behaviour that have informed their choices in media — from genres, time bands and programming on TV to audience segments, time band, context and location on digital.

Ruchi Mathur, SVP, Client Leadership, Mindshare North & East says, “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 and real­ity shows like Bigg Boss.” The ‘Beast’ is set to be launched first on YouTube and Facebook, followed by other media.

Say Satish Sharma, President, Asia Pacific, Middle East & Africa, Apollo Tyres: “This campaign 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.”