MAM
Apollo Tyres partners with Wunderman Thompson to launch new TVC
New Delhi: Apollo Tyres has unveiled its latest television commercial for its off-roading motorcycle tyres- Apollo Tramplr.
The TVC was launched in partnership with Wunderman Thompson.
Through this power-packed commercial, Apollo Tyres is set to create a distinct spot for itself in the crowded all-terrain tyre market where every brand claims to offer true-blue off-roading tyres.
This TVC is created to strike a chord with the adventure loving bikers who want the best tyres for their motorcycles.
Conceptualised by Wunderman Thompson, the TVC is based on a unique and interesting observation. When it comes to off-roading adventure, every brand has the same thing to say and show to prove their point- the same mountains, the same trails and the same obstacles. There is nothing new. It is time to challenge the sameness. It is time to tell the world that adventure isn’t about visiting the same place, taking the same turn or following the same road taken by millions.
Thus ‘Go Beyond Sameness’ was born. It is a call to every adventure lover to find new routes, challenge the limits, and discover something the world has never seen before. Because the real adventure begins when you go beyond sameness.
Commenting on the launch, Apollo Tyres president- Asia Pacific, Middle East, Africa Satish Sharma said, “Apollo Tramplr is designed for both on and off -road applications. The product is designed to give confidence to the rider to go beyond the usual terrains. Tramplr’s design is inspired by the legendary off-roading capability of ibex. The tread design of this tyre is derived from ibex hoofs for stronger grip, better control, and superior manoeuvrability. We have tested this product over some of the toughest of terrains before bringing it out for our customers.”
Commenting on the TVC launch, Wunderman Thompson senior vice president and managing partner Joy Chauhan said, “Love for adventure is only second to the love for newer adventures for today’s youth. Brands which vibe with the thinking, culture, and aspirational values of the young and restless take up their mind space. Apollo Trampler is designed to fulfill the youth’s desire to challenge the sameness and go beyond to discover new experiences. This digital first campaign has all the right ingredients to support our adventure loving youth in their journey to greatness. Let the true adventure begin where sameness ends.”
Sharing his thought on the TVC, Wunderman Thompson vice president and ECD Sundeep Sehgal said, “The idea of sameness comes from consumer behaviour. We observed sameness is the biggest enemy of discovery. It’s like a loop. The commercial is a reflection of every rider/adventure seeker who is somewhere stuck in that loop. They want to go on an adventurous journey but have forgotten the idea of going beyond. The idea was to nudge and make them go beyond their comfort zone, go beyond sameness.”
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
