MAM
Apollo Tyres mandates Mirum, a WPP agency, to create & release the latest campaign
Mumbai: Apollo Tyres has launched an awareness campaign #RacingHeartsSince1909 for Vredestein in India. The campaign, which is created and launched by Mirum, a WPP agency, is all set to get the hearts racing!
The awareness campaign is being taken live on social media, OOH, print magazines, in addition to BTL activations in prominent cities across the country.
The campaign targets the auto enthusiasts. It aims to raise awareness of the superior performance and rich legacy of the Vredestein brand.
The company also focuses at bringing out the outstanding qualities that differentiates Vredestein from other tyre brands — a longstanding legacy of delivering tyres with premium styling and ultra-high performance. And, these are the two most important factors considered by owners of luxury cars and superbikes, the segments catered to by Vredestein.
The campaign brings forward the brand’s ideology of tyres not just being another shoe of one’s vehicle, but a product which makes driving fun, fast and exhilarating. And this is a feeling that brand Vredestein has been delivering successfully for over a century, especially in Europe, with many of its tyres getting high ratings from automotive magazines in their tyre tests, much ahead of the competition.
Commenting on the awareness campaign, Apollo Tyres Middle East and Africa & Asia Pacific president Satish Sharma said, “Vredestein is synonymous with premium styling and ultra-high performance tyres. We are looking at promoting these qualities of the brand, along with its heritage and legacy, which is winning hearts of the consumers, through this campaign, which is being rolled out across mediums.”
Mirum North India director Arvind Nair added “Our attempt with racing hearts was to bring forth the love for driving combined with the heritage of the brand. For a brand like Vredestein, we focused on the emotion and the legacy of performance that sets it apart for over a century.”
MAM
VML India lands two finalist spots at Cairns Hatchlings 2026
The Mumbai agency is back in Australia with two teams, a UN brief and 24 hours to impress
MUMBAI: VML India is heading to Australia again. The Mumbai-based creative agency has secured two finalist spots at the Cairns Hatchlings 2026 competition, one in the Audio category and one in Design, making it the only Indian agency to have reached the finals in both editions of the contest since its launch in 2025.
Four people will make the trip. Senior copywriter Shilpi Dey and senior art director Raj Thakkar will compete in Audio. Art directors Shabbir and Shruti Negi will go head-to-head with the world’s best in Design. The finals take place at the Cairns Convention Centre from 13th May, culminating in an awards ceremony on 15th May.
The work that got them there is worth examining. For the Audio category, Dey and Thakkar tackled a brief for LIVE LIKE MMAD with a campaign called Inner Voice, Interrupted. Using spatial audio techniques, the campaign recreates the overwhelming self-doubt that descends after a long workday, physically panning negative thoughts left and right before cutting the noise entirely to reveal a confident inner voice. Strategically targeted at commuters via Spotify during evening rush hours, the campaign reframes the hours after work as an opportunity for personal growth and charitable action.
For the Design category, Shabbir and Negi worked on a brief for Canteen’s Bandanna Day, a campaign highlighting how cancer pushes teenagers out of their own defining moments. Using a pixelated design language to create stark contrast between a blurred world of isolation and a focused world of connection, the campaign, titled The Flipside of Cancer, shows teenagers fading into the background of birthdays, skateparks and school proms. As a Canteen bandanna appears, the blur flips and the teenager snaps back into sharp focus.
Kalpesh Patankar, group chief creative officer of VML India, made no attempt to disguise his satisfaction. “We are immensely proud to see our teams consistently excel on the Cairns Hatchlings platform since its inception,” he said. “They have masterfully tackled challenging briefs across diverse categories, demonstrating both layered storytelling and a unique creative approach. This exceptional teamwork is truly inspiring.”
Dey and Thakkar, returning to the finals after last year’s run, were candid about the demands of the audio medium. “It’s one of the most demanding mediums, where we only have a few seconds to capture a listener’s world with sound alone, so absolute clarity is essential,” they said. “The true measure of creative work is its ability to create positive change, and our audio submission was made to help those who need it most while encouraging people to silence the inner voices that hold them back.”
Shabbir and Negi, competing in Design for the first time, described the experience as “a completely different beast.” “We see it as an opportunity to showcase our expertise, raise the bar, and challenge ourselves in new ways, while also learning from creative minds from across the globe,” they said.
In Australia, the four finalists will face a live 24-hour brief from the United Nations before presenting in a live pitch session. Twenty-four hours, one brief, one shot. VML India has been here before. It knows exactly what is at stake.
