Ad Campaigns
Apollo Tyres and Sachin Tendulkar unveil ‘Performance 10 – Where Legends Drive’
Mumbai: In the world of sports, Sachin Tendulkar’s name resonates with unmatched brilliance and unparalleled dedication. Beyond the cricket pitch, his legendary status finds a new dimension on the road, where he is not just an enthusiast but a maestro behind the wheel. Apollo Tyres, a name synonymous with quality and innovation, proudly announces the latest chapter in their enduring partnership with the cricketing icon – Performance 10: Where Legends Drive.
Tendulkar embodies excellence both on and off the field. His passion for automobiles has been an open secret, and Apollo Tyres recognizes and celebrates this aspect of his multifaceted personality. Sachin is more than a sportsman; he is a symbol of persistence and passion, always striving to take his performance to the next level.
“When Sachin gets behind the wheels, we witness the performer in him coming alive. His love for machines has seamlessly merged with his unmatched dedication, resulting in an extraordinary synergy,” said Apollo Tyres president Satish Sharma. “Performance 10 is not just a campaign; it’s a testament to Sachin’s persistence and passion, qualities that resonate deeply with Apollo Tyres. Our tires, like Sachin, are built to excel, delivering outstanding performance under any conditions.”
Behind the scenes of this groundbreaking campaign is the creative brilliance of Wunderman Thompson India, the agency that conceptualized and brought Performance 10: Where Legends Drive to life. Wunderman Thompson India CCO Joy Chauhan, expressed the agency’s excitement about this collaboration: “Partnering with Apollo Tyres and Sachin Tendulkar for Performance 10 has been a thrilling experience for us. We aimed to capture not just the drive, but the essence of Sachin’s persistence and passion. This campaign is a celebration of his spirit and the exceptional performance that both Sachin and Apollo Tyres represent.”
Performance 10 is not merely a collaboration; it is a tribute to Tendulkar’s unwavering love for legendary and memorable performances – whether on the cricket field or behind the wheel. As the campaign unfolds, viewers can expect to witness Sachin’s prowess navigating through challenging landscapes, pushing the limits of both man and machine, all made possible by the superior grip, durability, and performance of Apollo Tyres.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
