Apollo Tyres launches “Har Safar Mein Dum Hai”, a cinematic campaign featuring Sachin Tendulkar and Team India cricket stars.
Apollo Tyres Celebrates India’s Cricketing Journey with New Campaign
Apollo Tyres, the Lead Sponsor of the Indian Cricket Team, has launched a new brand campaign titled “Har Safar Mein Dum Hai” (Strength in Every Journey). The initiative features cricket icon and brand ambassador Sachin Tendulkar alongside current Team India players Virat Kohli, Rohit Sharma, KL Rahul, Shubman Gill, and Arshdeep Singh, all of whom appear in their official jerseys.
The campaign is centred around a brand film directed by Abhinay Deo and set to A R Rahman’s anthem “Maa Tujhe Salaam”. The narrative traces the actual journeys of the featured cricketers from childhood to stardom. It highlights the efforts of their families and the discipline required to bring their dreams to life.
The film portrays the athletes not just as talented individuals but also as products of lifelong commitment. Running parallel to these stories is Tendulkar’s presence, who is depicted as the embodiment of the values and benchmarks that define Indian cricket.
Neeraj Kanwar, Vice Chairman and Managing Director of Apollo Tyres, said, “This campaign reflects a core belief at Apollo Tyres that excellence is built through resilience, discipline, and consistency. ‘Har Safar Mein Dum Hai’ is our tribute to the Indian spirit, and to the unyielding commitment it takes to be the best at what you do.”
The creative direction of “Har Safar Mein Dum Hai” focuses on the concept of the relentless pursuit of excellence. Simran Kanwar, who wrote the script and screenplay, noted, “It is not just about beginning a journey, it is about the relentless pursuit of excellence. It may be the only ad film to bring together some of the world’s finest sportsmen from a single sport into one film, set to ‘Maa Tujhe Salaam’, our cricket anthem.”
Devajit Saikia, Secretary of the Board of Control for Cricket in India (BCCI), has praised the campaign. He said the film has authentically captured the spirit of Indian cricket. “It reflects the hard work, sacrifice and endurance required to represent the country at the highest level. The BCCI is proud to partner with Apollo Tyres, a brand that understands the importance of nurturing talent and celebrating the journey from grassroots ambition to world-class mastery.”
Meanwhile, from the marketing perspective, the ad campaign aims to reinforce the tyre maker’s positioning as a brand that values performance, endurance, and reliability. “Drawing parallels with Indian cricket’s journey from India to the world, the film reflects Apollo Tyres’ own evolution as a global brand while strengthening its emotional connection with consumers,” said Udyan Ghai, Group Head of Marketing at Apollo Tyres.
