Ad Campaigns
Apollo Tyres celebrates 10dulkar: An ode to the legendary performer
Mumbai: There are sportsmen and there are legends! Sachin Ramesh Tendulkar (SRT) is one such legend who inspired billions. The number 10 donned by Sachin symbolised performance, which only legends pull off. In fact, very few sportsmen get the privilege to wear this iconic no 10. Apollo Tyres has launched a multimedia campaign on SRT’s 50 birthday to celebrate the legend.
The campaign conceptualised by Wunderman Thompson India has a series of digital first content which will not only bring alive the various aspects of Sachin’s performance, and some memorable ‘Perfect 10’ moments of his career, along with some fun engaging elements as well.
Commenting on this Apollo Tyres Ltd. Asia Pacific, Middle East and Africa (APMEA) president Satish Sharma said, “There is something iconic about No 10; it’s always donned by Legends in the field of sports and it stands for performance par excellence. At Apollo Tyres, that’s the philosophy which we imbibe every day in our products, processes, technology, and our people. The connection with 10 exemplifies the same and inspires us to go the distance in all our endeavours as well”.
Commenting on the launch of this campaign, Wunderman Thompson South Asia & Managing Partner WT Delhi chief client officer Joy Chauhan said, “No 10 exemplifies extraordinary performance, the jersey is donned by some of the global icons in the sporting world like Sachin Tendulkar, Pele, Maradona, Messi to name a few. Their legendary performance has inspired billions across the globe to push the boundaries and up their game. The brand too lives by the same philosophy, and this is reflected in our APOl10 campaign, a simple brand name connect which seamlessly merges with 10 and drives home the campaign idea.”
Sharing his thoughts on the campaign, Wunderman Thompson Delhi VP & ECD Sundeep Sehgal said, “No. 10 isn’t just a number it’s the symbol of greatness. Donned by the sports’ greatest like Pelé, Maradona, Messi and our very own master blaster Sachin Tendulkar, the number stands for legendary performance. Performance that inspires a billion. Performance that pushes you to dream big and achieve bigger. This is the same philosophy Apollo Tyres lives by and thus Apol10 was born. The 10 in Apollo is an ode to the great performance. Our relentless strive for it every day and what could be a better way to celebrate the iconic No. 10 other than Sachin’s 50th birthday? This campaign will push all of us to go the distance.”
The campaign created a buzz on Twitter with #Apol10 trending across with participation from people of all walks of life, be it sports enthusiasts, people from marketing fraternity and all the die-hard fans of Sachin giving an ode to legendary 10 performances of the master.
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.
