afaqs!

Apollo Tyres urges people to adopt a pothole

By Satrajit Sen , afaqs!, New Delhi | In Advertising | May 08, 2013
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The campaign asks people in Gurgaon to think of the potholes around them as depressed, homeless pets, and to adopt them.

Apollo Tyres has launched a campaign that aims to clear potholes from roads. Titled 'Adopt a Pothole', the campaign asks people to adopt potholes, share it among friends and get 25 supports. Apollo Tyres will fix the pothole on behalf of the person who adopts it by inscribing his/her name on it.

The adopted potholes

The adopted potholes

The adopted potholes

The adopted potholes

Ideated and executed by Publicis Capital, the campaign is being run in Gurgaon as a pilot project and is a part of the company's customer-focused 'You First' initiative. The activity started a month ago and is scheduled to go on for another few weeks. The company plans to evaluate the feasibility of extending it to a larger base.

The campaign asks people in Gurgaon to think of the potholes around them as depressed, homeless pets, who need to be adopted. People have to choose a pothole, click a picture and upload it on AdoptAPotHole.in (http://adoptapothole.in/) with a precisely pointed out location. They also need to ask their friends to support the adoption through Facebook Likes or Tweets. After 25 supports, Apollo Tyres will fix the pothole.

According to the company, since its launch, six potholes in different parts of Gurgaon have been filled so far and 13 more are in queue for adoption. The activity is being promoted through Facebook advertising and word of mouth.

The activity is primarily run online, and the brand's association and presence is highlighted on various touch points like Facebook and Twitter.

Speaking to afaqs! about the objective behind the campaign, Yograj Varma, head, corporate brand and relations, says that the objective behind this activity was to extend Apollo's campaign message, You First, which is about keeping the interests of its customers first.

"We thought it to be an interesting idea. Apollo recognises the need to provide a safe and hi-technology product; reducing potholes is an attempt to ensure a safe ride to commuters. If the activity is successful in establishing a positive association in the minds of consumers, it would be beneficial for brand Apollo," he adds.

For the project, the agency has partnered with some Resident Welfare Associations (RWAs) in Gurgaon and the potholes are repaired at night to avoid traffic congestion. Later, if it is extended on a larger scale, Apollo may explore options of partnering with municipal bodies.

According to Varma, Gurgaon was chosen as it has its fair share of potholes and makes for as good a place as any other. "Moreover, both our company and our agency are located in Gurgaon, so it makes for easier monitoring," Varma informs.

Varma adds that the credit for having an irritant removed and making the road safer is entirely due to the interest and enthusiasm of the participant, and not about branding; hence, there is no logo in the repaired patches.

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