Apollo is a classic example of a successful Indian company that is now expanding globally. It is India’s fastest growing and its first multi-national tyre company.
The global tyre market is dominated by a handful of great names: Michelin, Pirelli, Goodyear, Bridgestone, and so on, which have developed a powerful communication generic. In the second tier there are a number of other ambitious brands from Korea, China and elsewhere.
Saffron was appointed to create a brand for Apollo which would help to break this mold. There was clearly no point in tackling the major brands head on. The strategy that Saffron adopted was to underline Apollo’s Indian roots and emphasize quality with value for money. If you like – the IKEA of the tyre industry. There is nothing like it in the tyre world. It breaks new ground.
