The campaign is conceptualised by Ideacafe in sync with Vredestein's team.

The brand has launched a digital film series, titled as 'Apollo X Sachin, the legend strikes with an Apol 10 performance'.

This digital film is a heartfelt tribute from Apollo Tyres to all the engineers who diligently work at their factory and across the nation.

Vikram joins from Mahindra and Mahindra , where he was the Vice President and Head of Strategy, Insights and Analytics, and Innovation.

The campaign aims to raise awareness on the superior performance and rich legacy of the Vredestein brand.

The account will be handled by the Gurugram team of Reprise.

The brand’s ad film raises a question as to why drivers do not maintain the same decency using the calling bell.

The campaign throws light on the pressing issue of distracted driving.

The launch is supported by a high powered 360 media campaign.