Apollo Tyres has unveiled its latest marketing initiative featuring cricket legend Sachin Tendulkar, showcasing the performance capabilities of its Apterra SUV tyre range. The campaign, titled “Bring out the SUV in your SUV,” was developed by VML India and targets vehicles owners seeking enhanced performance across varied terrain conditions.

The campaign highlights Apollo Apterra’s innovative 2X stronger technology, demonstrating how these tyres optimize SUV performance whether navigating urban streets or challenging off-road environments.

“We’ve tapped into the mindset of SUV owners who demand tyres that match their vehicle’s capabilities,” explained Rajesh Dahiya, Vice President of Commercial at Apollo Tyres. “Our Apterra range delivers exceptional performance across India’s diverse landscapes.”

The television commercial follows Tendulkar as he puts the tyres through rigorous testing on multiple surfaces, from congested city roads to rocky mountain paths.

VML India CEO Babita Baruah noted that the campaign aligns with Apollo’s commitment to innovation and vehicle empowerment. Meanwhile, VML Delhi’s Senior VP Sundeep Sehgal emphasized the campaign’s goal of fostering an authentic off-roading culture rather than simply promoting a product.

The multi-platform campaign will appear across television, digital channels and social media to engage SUV enthusiasts nationwide.