Apollo launches ‘lifestyle’ rebranding

The Apollo tyre brand is being repositioned in order to, manufacturer Apollo Tyres shares, move the humble tyre from being a commodity and “grudge purchase” to a lifestyle product. In a handbook outlining its rebranding strategy, Apollo Tyres says its core brand idea centres on two things, namely “go the distance” and “safety.”

“Apollo enables people to go the distance, safely,” the tyre maker elaborates in the handbook. “Literally, empowering individuals and communities to maximise their own potential.”

To communicate the key message of the repositioning, the Indian company has launched a large-scale advertising campaign in India, parts of the Middle East, and in Europe. The campaign’s motto is “You-First”, which reflects that people – be it customers, business partners or employees – always come before everything else at Apollo. The company adds that You-First is about Apollo’s search for quality and a passion for excellence to ensure customers have a safe driving experience.

“You-First is an expression of how people, quality and technology go the distance at Apollo to bring to our consumers tyres they can count on,” explains Neeraj Kanwar, vice-chairman of Apollo Tyres Ltd.