Apollo Tyres has unveiled its latest brand campaign, Har Safar Mein Dum Hai, following its announcement as the lead sponsor of the Indian cricket team. The campaign brings together cricket legend Sachin Tendulkar and current Team India stars Virat Kohli, Rohit Sharma, KL Rahul, Shubman Gill and Arshdeep Singh, all seen in official team jerseys.

At the heart of the campaign is a cinematic brand film directed by Abhinay Deo and set to A R Rahman’s iconic composition Maa Tujhe Salaam. The film traces the cricketers’ journeys from their early years, spotlighting the influence of family, discipline and perseverance in shaping world-class athletes. Rather than focusing on moments of victory alone, the narrative emphasises the sustained effort and responsibility that come with representing India at the highest level.

Sachin Tendulkar features as a symbolic bridge between generations, linking past and present through shared values of consistency, resilience and national pride. The film draws parallels between individual sporting journeys and Apollo Tyres’ own philosophy of endurance and long-term performance.

Commenting on the campaign, Neeraj Kanwar, vice chairman and managing director, Apollo Tyres, said it reflects the brand’s belief that excellence is built through discipline and resilience. Creative lead Simran Kanwar described the film as a tribute to the relentless pursuit of excellence, bringing together some of the finest cricketers in a single, emotionally charged narrative.

Echoing this sentiment, BCCI secretary Devajit Saikia highlighted the film’s authentic portrayal of Indian cricket’s spirit, while Udyan Ghai, group head – marketing, Apollo Tyres, noted that the campaign strengthens the brand’s emotional connect by aligning its global journey with that of Indian cricket.