MAM
APL Apollo releases “Desh Ki Badhti Taqat” TVC featuring Amitabh Bachchan
Mumbai: APL Apollo Steel Tubes Ltd has proudly launched its new TVC campaign titled ‘Desh Ki Badhti Taqat’, featuring the legendary actor, Amitabh Bachchan. The TVC, envisioned by Crayons, highlights the forward-thinking trajectory of the company, focusing on solidifying its reliable and trustworthy connection with the customer base.
The Desh Ki Badhti Taqat TVC beautifully portrays the emotional connect between a grandfather and his grandson in a light-hearted narrative that draws parlance with the legacy and growth journey of APL Apollo through generations. This heartwarming story highlights the brand’s vision of being a leader in the structural steel tubes industry that values integral connections and the strong foundation they provide.
Speaking on this commercial launch, APL Apollo MD Sanjay Gupta said, “Our ‘Desh Ki Badhti Taqat’ TVC reflects the company’s journey on becoming the World’s largest structural steel tubes company along with deep-rooted responsibility towards nation building. We are proud to have Amitabh Bachchan as part of our journey, symbolising the strength and trust of our brand. Our vision extends far beyond being a homegrown success; it’s about sculpting a transformative narrative, where our innovation moulds a stronger, more resilient future.”
Amitabh Bachchan’s association with APL Apollo as its brand ambassador aligns perfectly with the brand ethos. His iconic presence resonates with the strength and trust that APL Apollo represents, reinforcing the message of resilience in the company’s product range. As an iconic figure loved across generations, Mr Bachchan’s role in the commercial amplifies the emotional chord that APL Apollo strikes with its consumer base.
APL Apollo chief brand officer Charu Malhotra, highlighted the strategic significance of the TVC, stating, “The Desh Ki Badhti Taqat’ TVC highlights the diverse product range of APL Apollo along with its role in building some of the most iconic structures, emphasising our significant contribution towards the nation’s infrastructure. On top of that, Amitabh Bachchan’s larger-than-life persona adds an extra layer of credibility and resonance to our brand message. This commercial isn’t just about structural steel tubes – it’s about fostering a deeper connection with our audience. Looking at the future, we will be running a 360-degree campaign across TV, Print, OOH, OTT and Digital platforms, to engage with the masses.”
APL Apollo’s dedication to innovation, quality, and customer-centric approach remains at the forefront of its operations. Therefore, the “Desh Ki Badhti Taqat” TVC portrays the brand’s growth-oriented trajectory and its efforts towards making permanent relationships in the industry while contributing to the nation’s strength.
MAM
‘You packed my parachute’: Avinash Kaul’s farewell salutes Network18’s unsung thousands
The outgoing chief’s LinkedIn post skips the boardroom tributes and goes straight to the security guards, drivers and office boys who kept the machine running
MUMBAI: Most farewell posts by senior media executives follow a familiar script: gratitude to leadership, a nod to the team, a hint of what lies ahead. Avinash Kaul’s is not that post.
Writing on LinkedIn on his last day at Network18 Media & Investments, where he spent nearly 12 years rising to chief executive, Kaul bypassed the boardroom entirely and directed his most heartfelt words at the people furthest from it: the security guard who greeted him before the building was fully awake, the fleet staff who drove him to airports at ungodly hours, the office assistants, the housekeeping teams, and the administrators who, as he put it, “held ten thousand invisible threads so the rest of us could look organised.”
“You packed my parachute,” he wrote. “Every day. Without fanfare, recognition, or ever asking for it.”
It was a striking note from a man who leaves behind a considerable operational record. Kaul joined Network18 managing three channels and exits with responsibility for 20, alongside a publishing business, a growing connected television footprint, and what he says is the highest revenue and highest channel share in the group’s history. He was quick to deflect the credit. “Not because of me. Because of 4,000 people who showed up, every day, in every department, across the country.”
To content teams across India, he issued a reminder that carries some weight given the pressures Indian news media currently faces. “Keep being custodians of trust for 700 million people. That is not a small thing. That is the whole thing.”
To colleagues in revenue and ratings who found him relentless and hard to satisfy, he was unapologetic but generous. “There was never a single moment of ill intent in my heart. Everything I pushed you towards came from one belief – that you were stronger than you knew, and I was not willing to let you settle for less than your real capability.” Those who believed him, he said, flew. Those who did not taught him to be a better communicator. He was grateful to both.
On what comes next, he offered a hint wrapped in metaphor. Something is being built, he said, prepared for “the way you pack a bag before a long climb. Not out of restlessness. Out of readiness.”
In a media landscape that rarely pauses to acknowledge the people who keep the lights on, it was, at the very least, a different kind of goodbye.
