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Apollo Tyres 'rolls out' mall display in the capital

By Surina Sayal , afaqs!, Mumbai | In OOH News | July 06, 2009
Apollo Tyres, which underwent a change in corporate identity recently, has launched a novel display in malls to connect with its target group

Apollo Tyres, which underwent a change in corporate identity recently, has launched a novel display in malls to connect with its target group.

Apollo's new corporate identity was unveiled early this year. The idea was to remain in tune with the times and to reflect the company's young, vibrant and dynamic nature.

Apollo Tyres undertook the visibility exercise for its new identity in malls in Delhi NCR, where tubeless passenger vehicle tyres have been displayed in a stylish, cylindrical-shaped reflective unit, complete with Apollo's new branding.

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The tyres on display are the premium range of car and 4x4 - namely, Acelere, Acelere Sportz, Aspire and Hawkz. The speed on these range from Acelere's H rated tyre or 210 kmph to Aspire's W rated at 270 kmph.

These tyres are meant for the mid to premium range of cars. Hawkz is a 4x4 fitment, with a variety of usages such as on highways and in rough terrain.

This activity was undertaken at MGF Metropolitan Mall in Gurgaon, MGF Rajouri Garden and Great India Place in Noida. People could check out the tyres on display, learn more about the product features and make enquiries.

The cost of each mall display, depending on the size, was around Rs 10 lakh. The entire activity was handled by Big Fish Communications.

Rajesh Dahiya, head, sales and marketing, India Operations, Apollo Tyres, shares that the company has a legacy of innovative marketing. Malls have been used earlier too, for initiatives such as the Mission 2018 tennis programme and for tyre checks for passenger car drivers. "This campaign is a continuation of that, where the idea is to bring Apollo and its products into consumer consciousness, making a transition from a commodity to a high-end consumer durable," he says.

Shopping malls generally witness high footfall from potential customers of passenger car tyres. The company feels that an activity like this provides consumers with a first-hand experience of the product and, this is the place where marketers can make stronger connections with their consumers. This is also apparent from enquiries that came forth during this activity.

About the important markets for Apollo, Dahiya says, "For the passenger car segment, the metropolitan centres house the largest population of the target group. Delhi itself has more cars than Mumbai, Chennai and Kolkata combined. We are currently the fastest growing in the passenger car segment and are looking to take on a leadership position. Given this, India's largest consumer hubs are of critical importance to us," says Dahiya.

After Delhi NCR, the company plans to take the same display to various malls in other cities as well.

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